Carlsberg UK has announced the launch of Carlsberg’s new 0.0% ABV lager which is being introduced in bottles in the on-trade.
The beer is designed to retain the taste of the brand’s traditional lager, made with the natural ingredients of hops, malt and water, but is completely free of alcohol.
Available in 275ml bottles, it follows Carlsberg UK’s launch in the UK of other alcohol-free lagers San Miguel 0.0% and San Miguel 0.0% Limon.
It comes during a boom in the alcohol-free beer category which is now worth £41million in the UK, according to research group Nielsen. Carlsberg UK believes it offers a “huge opportunity” for licensees to capitalise on, particularly in the run-up to the summer when beer sales spike.
David Scott, director of brands and insight at Carlsberg UK, said: “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.
“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.
“The introduction of Carlsberg 0.0% means that the Carlsberg portfolio truly has a beer for every occasion. It joins Carlsberg, Carlsberg Export, Carlsberg Citrus, and the premium Jacobsen Saaz-Blonde and Jacobsen Velvet, which are now available to the on-trade as part of our refreshed ‘Crafted’ range.”
A media spend of £14million has been committed to Carlsberg in 2015, including a further two TV advertisements this year as part of the “If Carlsberg did” campaign, which has been reintroduced for the first time in four years.