Carlsberg’s Alcohol-Free Beer
Reflecting a rising consumer demand for low and no-alcohol beverages, Danish beer brand Carlsberg has launched a new 0.0%ABV lager made from hops, malt and water. This latest release follows a San Miguel 0.0% and a San Miguel 0.0% Limon, also launched in 2015.
"Insight shows us that drinkers are increasingly looking to find alternatives for when alcohol may not be a suitable option, but still want the satisfaction of a great-tasting beer, and we're confident that Carlsberg 0.0% delivers on these key factors," said David Scott, director of brands and insight at Carlsberg UK. "In addition to this, expansion of our lower and no-alcohol portfolio reflects our commitment to working with government to help create a responsible drinking environment by providing consumers with greater choice, assisting them to drink within the recommended daily guidelines."
Carlsberg's commitment to no-alcohol beer chimes well with recent category developments. According to American global information company Nielsen, the alcohol-free beer category has experienced 30% off-trade growth in the past two years.
Stylus has been tracking this shift for some time now. For more, see our latest report Alcohol Trends 2015: Imbibe, Live, which investigates the 'new sobriety' among millennials and better-for-you booze. See also Drinks Developments: Non-Alcohol, as well as Hangover-Free Alcohol and 'Wine' for Pregnant Women.