Understanding the power of branding in driving social sustainability
As global consumer preferences evolve toward moderation and wellness, non-alcohol (0.0) beers are becoming a fast-growing category within the beverage industry. Yet, a key question remains: does the strength of a well-known parent brand—like Heineken—significantly influence consumer acceptance and purchasing of its 0.0 variant?
In partnership with Heineken N.V., researchers from the MIT Sustainable Supply Chain Lab—Dr. Josué C. Velázquez Martínez, Dr. Sreedevi Rajagopalan, and Tori Arnold—are studying how brand legacy, trust, and perception affect the success of non-alcohol beers. This project builds on MIT CTL’s behavioral and empirical research expertise to help Heineken strengthen its social sustainability strategy and contribute to responsible drinking initiatives.
Research Objective
The study aims to determine whether a strong mother brand enhances the market performance and consumer perception of 0.0 beers, and whether this effect varies between alcohol and non-alcohol consumers. Insights from this research will inform Heineken’s marketing strategy, product positioning, and broader sustainability communication efforts.
Methodology
The project employs a mixed-method approach that integrates controlled lab experiments, real-world field trials, surveys, and qualitative interviews.
Study I – Lab Experiment
A simulated online shopping environment will test how consumers choose between Heineken 0.0 and a fictional unbranded 0.0 beer. The goal is to isolate the influence of branding on:
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Purchase decisions
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Perceived quality and value
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Brand trust and image
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Willingness to pay
Hypotheses:
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Consumers will favor Heineken 0.0 over a generic brand.
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Stronger brand perception will correlate with higher purchase intent.
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Brand effects will be more pronounced among regular alcohol drinkers.
Study II – Field Experiment
Conducted in 20 retail stores across the U.S., this study will test real-world consumer responses to 0.0 beers from both established brands (e.g., Heineken, Guinness, Budweiser) and independent brewers (e.g., BrewDog AF, Big Drop).
Experimental stores will feature dedicated displays and informational materials highlighting product origins.
Key Measures:
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Sales performance of 0.0 beers
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Brand perception via customer surveys
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Purchase intent and responsiveness to in-store messaging
Expected Outcomes
This research will:
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Quantify how brand origin impacts consumer trust and sales in the non-alcohol beer segment.
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Identify how in-store communication and product visibility influence consumer choice.
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Provide actionable guidance for socially sustainable marketing, supporting Heineken’s mission to promote moderation through 0.0 options.
By combining data-driven analysis and behavioral insights, this collaboration between MIT CTL and Heineken advances the understanding of how legacy brands can lead the shift toward responsible consumption and sustainable market growth.