Non-Alcoholic Beer Lets Fans Fully Savor the Match Experience Too
- François Remy
- Oct 2
- 3 min read
Updated: Oct 3
With its new Keep The Zero campaign promoting the joy of matchday, brewer Alken-Maes is betting on a bold activation: supporters of Genk, Gent, and Antwerp are served free 0.0% beers whenever their team keeps a clean sheet.
A scoreboard frozen at zero – so that alcohol-free beer can rack up points. Belgian brewer Alken-Maes has teamed up with three major football clubs to champion responsible fun in stadiums. “The message to fans is clear: enjoy both the game and your beer to the fullest, even without alcohol,” the company states.
This indirect awareness campaign, called Keep The Zero, is built around a symbolic marketing activation: at every home game, if KRC Genk, KAA Gent, or Royal Antwerp FC keep a clean sheet, fans who order a Cristal 0.0 or Maes 0.0 receive an extra one free of charge.
“We want everyone to be able to celebrate and enjoy a great beer – responsibly,” says Sem Franssen, Head of Business at KRC Genk. “Each matchday, we welcome families from across Limburg – parents with kids, groups of friends, and loyal fans who travel from far and wide.”
In a push to broaden the stadium experience and modernize the drink offer, 0.0% beers are now available on tap (and will soon be introduced in Antwerp, starting with the October 26 match against Club Brugge). Concession stands have been fitted with equipment to pour these non-alcoholic beers with the same care and quality as traditional ones. A technical innovation that contributed to the success of 0.0% blondes at this year’s Pukkelpop festival.
0.0% Beer as a Fully Integrated Experience
Each club brings its own emphasis to the shift toward more mindful consumption. For Genk, it’s about offering a festive, inclusive option for fans of all ages.
At Gent, the focus is on preserving tradition. “For many fans, having a beer is simply part of the stadium ritual,” says Kenny Van der Vloedt, Horeca Manager at KAA Gent — whether that beer has alcohol or not. “We mainly want to offer more choice and freedom to enjoy and celebrate with intention — without moralizing.”
In Antwerp, the emphasis is on the emotional intensity of matchday. “The Bosuil is more than just ninety minutes of football,” says Sofie Spinnoy, Head of Food & Beverage at RAFC. “To truly support your team, it’s not about what’s in your glass — it’s about the passion behind your cheers. A 0.0% beer fits perfectly: same experience, same atmosphere, same sense of togetherness.”
There’s widespread agreement: non-alcoholic beer is no longer an alternative — it’s now an authentic part of the stadium experience.
A Strategic Field for Brand Influence
Keep The Zero reflects a broader trend. “Non-alcoholic beer is seeing rapid growth in Belgium. We want fans to have the freedom to make that choice in stadiums too,” explains Gwendi Hernalsteen, Sales Director at Alken-Maes. “It’s about offering more variety and more freedom.”
With this campaign, Alken-Maes is tapping into the energy of the stadium, turning it into a stage for its emerging products and using football’s influence to win over new consumers.
The brand’s approach blends enjoyment with responsibility, integrating 0% beer into the social rituals of matchday without compromising on fun. It’s a clever form of gamification (zero goals = an extra 0% one on the house), fully aligned with the codes of fan culture. This positions non-alcoholic beer as celebratory, not restrictive.
As consumer preferences evolve and public health regulations grow stricter, the long-term future of food and beverage models depends on broader inclusion (families, wellness-conscious fans) and greater social responsibility (like road safety).
The brewing industry must evolve too – offering healthier, more flexible options that don’t diminish the joy of the moment.
