Coronation Street and Emmerdale set for shake-up as Woolpack and Rovers make huge change

dailystar.co.uk:

Coronation Street and Emmerdale fans can expect to see a big change in their favourite public houses as The Rovers Return and The Woolpack undergo a drastic change.Fans can now see real Heineken 0.0 Draught taps dispensing alcohol-free beer on the set of both soaps watering holes alongside the already present fictional brews from Newton and Ridley and Ephraim Monk.The beverage upgrade is down to Heineken’s commitment to normalising alcohol-free beer, with the brand hoping seeing it served up in two of the most iconic pubs in the UK will help normalise the drink for punters over the next year.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.

From April 29th people are going to tune in to Coronation Street and Emmerdale and see 0.0 taps on the screen. "They’re going to see landlords they love pull pints of alcohol-free beer and see their favourite soap characters drink it.

We’re very confident that this partnership is going to have a massive impact in terms of helping to normalise alcohol-free beer."Managing Director of Continuing Drama at ITV John Whiston added: "We’re really pleased to be able to put a non-alcoholic beer pump on the bar of our iconic soap pubs, The Rovers and The Woolpack. "We all know that we need to be more aware of how much we drink.