Heineken Malaysia has clarified that its Heineken 0.0 brand of beverage is a non-halal product and only targeted at non-Muslims, aged 21 and above.

In a statement yesterday, the company said the products are available only at non-Halal zones of supermarkets and convenience stores.

The company said there are clear signages near the product and on advertisements to inform consumers of its intended market.

“The purpose of introducing Heineken 0.0 in Malaysia is to provide a choice for non-Muslim consumers who enjoy the taste of beer but not necessarily the effects of alcohol.

“Meanwhile, the 'now you can' tagline refers to the various new occasions that Heineken 0.0 allows non-Muslim consumers to enjoy a beer, during lunch, work meetings, after the gym and when one needs to drive.

“Our advertising materials on social media educate non-Muslim consumers about the ‘now you can’ occasions,” said the company, who stressed that they are responsible brewers committed to advocating responsible consumption.

Incidentally, Heineken Malaysia's statement appeared on the same day as Najib Abdul Razak's Facebook post on the new product.