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Carlsberg launches 0.0% alcohol-free beer

In response to the boom in the alcohol-free beer category - now worth £41m in the UK - Carlsberg UK has announced the launch of a 0.0% ABV lager. This burgeoning sector poses a huge opportunity for publicans, particularly in the run up to the summer months when beer sales spike, the company says.

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 0.0% ABV product is available to the on-trade in a 275ml bottle format.

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, and 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.”

The launch of Carlsberg 0.0% comes during a period of major investment in the brand, having committed £14m 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.

Carlsberg 0.0% is now available in the on-trade with the RRP of £2.50 per bottle.

23 June 2015 - Rebecca Sterritt Paragraph Publishing, content manager