Many thought that the inaugural winter World Cup might mean fans steering clear of the pubs in favour of the comfort of their living rooms, but plenty have been braving the weather and embracing the party atmosphere, which has been rising with every England victory.

Pubs and fan parks have been packed to the rafters, with alcohol consumption remaining high. In a response to this, alcohol-free beer brand, Freestar has launched a campaign, seeing them become the Unofficial Sponsor of Half-Time, in a campaign which encourages fans to Have a Spacer, Have a Freestar.

Very much in line with the brand’s key messaging, Freestar encourage moderation over abstinence, understanding that with the ever-changing behaviour of the modern drinker, 93% of alcohol-free beer drinkers also drink alcohol. Freestar’s Have a Spacercampaign encourages fans enjoying the football to switch up from alcoholic beer to alcohol-free beer, and therefore reduce their consumption, without compromising on taste, or importantly, the sociability which a beer can provide.

Felix von Hurter, co-founder at Freestar, commented:

“It is great to see the nation out and about enjoying themselves and getting behind England in this World Cup. For us here at Freestar, we love seeing our beer drunk in social settings. We see ourselves as the alcohol-free beer for beer lovers, and enjoying Freestar alongside alcoholic drinks is where we see the category moving towards.

“For many people, it is the taste of beer which is what makes them love it, and thanks to our new and improved process, we are extremely confident that consumers can have a Freestar as a ‘spacer’ during this World Cup, and not feel like they are missing out on taste.

“Also, if football finally does come home, it would be nice to remember what the game was like!”

The beer can be purchased online through, as well as online on Ocado and Amazon, and in-store at Tesco’s and Sainsbury’s.

Previous <strong>Top Global Beverage Trends for 2023 Revealed</strong>
Next London Spirits Competition Becoming An Important Must Enter Competition Globally