New non-alcoholic beer with a refined recipe
Heineken has a wealth of experience with non-alcoholic beers and Fríí combines the best of brewing techniques. Bearing close similarity to classic beer, the new beverage has been crafted to the recipe of Zlatopramen non-alcoholic beer, the winner of the 2009 Pivní pečeť (Beer Medal) for non-alcoholic beers, and Starobrno Fríí.
Its characteristically smooth and well-balanced beer taste was achieved by the classic method of controlled primary and secondary fermentation, using the yeast that is commonly used in the brewing of classic beers. Fríí features a fuller-bodied taste and medium bitterness without a distinctive wort flavour. It is the wort flavour that is typical of many non-alcoholic beers and that some consumers view negatively.
Responsible alcohol consumption is becoming a major issue. Heineken has long been committed to this cause and its efforts to promote responsible consumption have resulted in the creation of Fríí, a standalone brand. Launching Fríí as a standalone non-alcoholic beer brand demonstrates that alcohol producers can behave responsibly and ethically in this area.
Fríí will become an official partner of Moto GP races at Masaryk’s Circuit in Brno. The partnership is currently scheduled to last for three years.
