Emmerdale's iconic boozer The Woolpack has made a significant change, ITV viewers will spot something new when watching their favourite soap as of today.
Alcohol-free beer Heineken 0.0 is now on draught at Emmerdale’s local watering hole, The Woolpack, marking a watershed moment for British drinking culture.
Over the next year viewers will see much-loved landlord Charity Dingle pull pints of Heineken 0.0 along with the regular fictional beers such as Newton & Ridley and Ephraim Monk.
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The seismic move comes in a bid to make alcohol-free beer more visible and acceptable in the UK as part of Heineken’s ongoing mission to normalise alcohol-free beer.
As drinking habits continue to change in the UK, the deal is expected to help break down stigmas and encourage people to explore the category.
And The Woolpack isn't the only boozer getting a glow-up, rival soap Coronation Street will also welcome the new alcohol-free addition to The Rovers Return.
The soaps a combined viewership of 11 million and massive influence over popular culture, therefore it is thought that the partnership will be hugely successful in breaking down the stigma surrounding alcohol-free beer.
James Crampton, Director for Heineken UK 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," he added.
Dr Zoe Williams, who regularly appears on This Morning, said: "This partnership has the opportunity to make huge changes in the 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."
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