Carlsberg has launched an alcohol-free lager, Carlsberg 0.0%.
Carlsberg 0.0% retains the same 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 product is available to the off-trade in a four x 275ml bottle format.
The launch comes during a boom in the alcohol-free beer category, which has shown 30% off-trade growth in the past two years. The sector presents a huge opportunity for retailers 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, commented: “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, which has a £14m media spend in 2015. A further two TV ads are planned for this year as part of the ‘If Carlsberg did’ campaign, which has been reintroduced for the first time in four years.
Carlsberg 0.0% is available now with the rrp of £2.50 for a four pack of 275ml bottles.