Carlsberg UK has announced the launch of a new 0.0% ABV lager.
Carlsberg 0.0% is crafted using the natural ingredients of hops, malt and wate, yet is completely free of alcohol. It is available to the off-trade in a four x 275ml bottle format (rrp £2.50).
The product’s launch comes during a boom in the alcohol-free beer category, which is showing 30% off-trade growth in the past two years (Nielsen).
David Scott, director of brands and Insight at Carlsberg UK, said: “The introduction of Carlsberg 0.0% adds yet another dimension to the Carlsberg portfolio, and alongside Carlsberg, Carlsberg Export, and Carlsberg Citrus we truly have a beer for every occasion.
“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.”