HEINEKEN Breweries S.c. launches Buckler, its first Non Alcoholic Beer. Buckler 0.0% alcohol, as the label indicates, is brewed in Harar Brewery and will initially be available in Harar, Dire Dawa and Addis Ababa.

Buckler is brewed from the best malted barley and wheat. It is rich in vitamin & minerals and a 100% natural product. It is available in the 33cl bottle, with an attractive Red & Yellow label that communicates the brands' beer values and its 0.0% alcohol level.

The decision to launch a non-alcoholic beer, which is the first of its kind in Ethiopia is based on the understanding that there are consumers who like the natural taste of beer but do not want to consume alcohol or do not want to consume alcohol at times when alcohol consumption is inappropriate This gives Heineken Breweries S.c. the opportunity to excite its consumers with new and unique choices. The recommend retail price of Buckler 0.0% non-alcoholic beer is 13 Ethiopian Birr and it will be available in major retail outlets.

Commenting on the originality, Marketing Manager of HEINEKEN in Ethiopia, Rita Tsehai, said: "We are proud to launch this new and original innovation; our passion for quality &
consumers has allowed us to bring this ground breaking new formulation of Non-alcoholic beer. Our consumers can be assured that they will enjoy maximum beer taste with 0.0%
alcohol. We believe high product quality is one of the key factors that can reinforce consumer acceptance and help us grow continuously."
Press enquiries:
Serawit Bezabeh
Corporate Relations Manager
Tel: +251-912504496
E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.
Editorial information:
• Buckler 0.0% non- alcoholic beer is available at all major bars and restaurants

ABOUT HEINEKEN in ETHIOPIA
H EI N EKEN has a long history with Africa. Already in 1900 H EI N EKEN was exporting beer to various African countries (Ghana, Nigeria, Liberia and Sierra Leone). The first brewery in DRC was established in 1923. For many years the business expanded across the continent and in 2011 the acquisition of Harar and Bedele Breweries Ethiopia was made. In August 2014 the new Greenfield brewery in Kilinto, Addis Ababa was operational. HEINEKEN Ethiopia's key brands are Walia, Bedele Special, Bedele Regular, Harar, Hakim Stout and Sofi Malt.
Beer is not for sale to persons under the age of 18 years.

As one of the world's leading brewers, we actively promote moderation. For more information on our responsible drinking approach visit:
www.enjoyHEINEKENresponsibly.com

Editorial Information
HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a powerful portfolio of more than 250 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ 81,000 people and operate more than 160 breweries in 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us via @HEINEKENCorp.