FDBusiness.com

Carlsberg UK is continuing its year of innovation by announcing the launch of Carlsberg’s new 0.0% ABV lager. Carlsberg 0.0% retains the sharp and naturally satisfying taste of the brand’s traditional lager, yet is completely free of alcohol. Crafted using the natural ingredients of hops, malt and water, the new 0.0% ABV product is available to the off-trade in a four x 275ml bottle, and to the on-trade in a single 275ml bottle format.

The launch of Carlsberg 0.0% comes during a boom in the alcohol-free beer category, which is now worth £41 million. This burgeoning sector poses a huge opportunity for retailers and publicans to capitalise on, particularly in the run up to the summer months, when beer sales spike.

David Scott, Director of Brands and Insight at Carlsberg UK, comments: “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, available to the on and off-trade as well as the premium Jacobsen Saaz-Blonde and Jacobsen Velvet, which are now available to the on-trade as part of our refreshed ‘Crafted’ range. 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.”

The launch of Carlsberg 0.0% comes during a period of major investment in the brand, having committed £14 million media spend in 2015. A further two TV advertisements are planned for this year as part of the iconic ‘If Carlsberg did’ campaign, which has been reintroduced for the first time in four years.

Carlsberg UK has significantly grown its alcohol-free offering during 2015, having already added San Miguel 0.0% and San Miguel 0.0% Limon to its extensive portfolio this year.