Coronation Street’s Rovers Return to stock alcohol-free beer for first time

ALCOHOL-free beer is to appear on draft at Coronation Street’s Rovers Return and Emmerdale’s Woolpack for the first time.

Heineken’s 0.0 tipple will be on the bar in two of Britain’s most loved pubs from next week in a bid to normalise drinking non-alcoholic pints.

They will sit alongside fictional beers like Newton & Ridley and Ephraim Monk for much-loved landlords Jenny Connor and Charity Dingle to pull on-screen pints for the next year.

NHS GP and Sun Doctor Zoe Williams said: “This partnership has the opportunity to make huge changes in public perception of alcohol free beer.

“The great British pub plays a key role in many of our lives, including the residents of Coronation Street and Emmerdale, so being able to head down to the local and have a pint of alcohol-free beer with friends and family means more people can be included and enjoy time together whilst drinking mindfully.”

The zero percent drink will appear behind the bar on the nation’s TV screens from Friday April 29.

James Crampton, Corporate Affairs Director for Heineken, said: “In light of people’s evolving lifestyles and changes to their relationships with alcohol, we’ve done a lot to raise the profile of Low and No beer in recent years - this is the next phase.

“We are totally committed to bringing Low and No beer from the periphery into the mainstream.

“Coronation Street and Emmerdale are British institutions and both shows have huge influence and cultural currency. From April 29th people are going to tune in to Coronation Street and Emmerdale and see 0.0 taps on screen.

“They’re going to see landlords they love pull pints of alcohol free beer, and see their favourite soap characters drink it. We’re very confident that this partnership is going to have a massive impact in terms of helping to normalise alcohol free beer.”

John Whiston, Managing Director of Continuing Drama, ITV said: “We’re really pleased to be able to put a non-alcoholic beer pump on the bar of our iconic soap pubs, The Rovers and The Woolpack.

“We all know that we need to be more aware of how much we drink. This new non-alcoholic beer pump from Heineken will be a gentle reminder that there are great, modern, thirst-quenching alternatives to having one too many pints of Newton and Ridley.”