Heineken 0.0 wanted a January campaign to promote it’s ‘There’s always a choice’ message for NoLo drinking options, delivered with dry wit and emphasising the premium credentials of the brand.

My starting point was the insight that one of the pleasures of dining is pairing wine and beer with food. Just because you are forgoing alcohol, it doesn’t mean you still can’t pair wine and beer with food, yet there had never been a flight tasting menu for NoLo alternatives.

Welcome to The Nommeliers, the NoLo equivalent of the traditional sommelier. Heineken 0.0 partnered with beer and wine experts Ben MacFarland and Tom Sandham (aka The Thinking Drinkers) to create fine dining and NoLo pairing events at gastropubs in London and Edinburgh.

With sold-out events, The Times running a feature ‘Are you a Nommelier?’ and a tasting with Ben and Tom on ITV’s This Morning, Heineken client Jo Dring said ‘Nommeliers was hailed throughout the business for changing perception of the category’.