Le géant Carlsberg a annoncé sa nouvelle variante de ABV 0 % au Royaume-Uni , soit sa troisième offre sans alcool depuis le début de l’année.
Carlsberg 0.0% retains the sharp flavour profile of the brand’s traditional lager but is free from alcohol. Made using hops, malt and water, the product will be available in the off-trade in a four-count box of 275ml bottles, as well as to the on-trade in a single 275ml bottle format.
Its launch has been revealed at a time when the UK’s alcohol-free beer category – now reported to be worth £41m – is booming. The variant will be supported by Carlsberg’s ongoing marketing investment, with £14m allocated to media spending for 2015 and two further television advertisements still to be aired as part of its If Carlsberg did… campaign.
Carlsberg had already launched two alcohol-free variants – San Miguel 0.0% and San Migeul 0.0% Limon – to its portfolio earlier this year.
Carlsberg UK director of brands and insight David Scott said: “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.
“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.”
