How do you create hype around a new non-alcoholic beer in a market where the segment has grown enormously the last years? Reaching a young and hard-to-impress audience? Focusing on digital integration and a musical sponsorship? These were some of the questions that Spinn and Actionist had to deal with when Heineken set to launch their first ever non-alcoholic beer, Heineken 0.0, in Sweden. The answer to all the questions? Heineken Early Sessions.