Damm bridges the gluten-free and alcohol-free gap

Barcelona-based brewer Damm marks its 150th anniversary with the UK launch of Daura 0.0%, a gluten-free non-alcoholic lager designed for the growing “double-moderation” market.

This launch brings the pedigree of the world’s most awarded gluten-free beer into the non-alcoholic space, debuting as an exclusive rollout in Tesco stores nationwide this April.

The product addresses a significant “double niche” in the UK market: the intersection of gluten-free dietary requirements and the moderation movement. While both categories are growing independently, options that satisfy both requirements simultaneously remain scarce, leaving a gap for a brand to step in.

Damm differentiates Daura 0.0% through a sophisticated, two-step technical process that prioritises body and taste over ingredient substitution:

• Gluten removal: rather than using alternative grains, brewers use a proprietary enzymatic hydrolysation and protein precipitation process. This breaks down the gluten molecular chain while preserving the original beer’s character.
• De-alcoholisation: the alcohol is removed via advanced vacuum distillation, a gentle method designed to maintain the flavour profile of a standard-strength lager.

The launch of Daura 0.0% is aimed at two primary consumer segments: the dietary-conscious, specifically those with coeliac disease or gluten intolerances who have historically lacked premium alcohol-free choices, and the “double moderator.” This latter group consists of health-conscious shoppers seeking to reduce both their alcohol and gluten intake simultaneously.

Commercially, the strategy positions Daura 0.0% as a premium solution tailored for specific niche markets. By opting for an exclusive debut with Tesco, Damm is focusing its efforts on high-volume retail environments where the concentration of consumer demand for free-from and no-low alcohol products is at its highest.

This move aligns with Damm’s broader brand ambition as it celebrates its 150th anniversary. The brewer intends to use the established, award-winning reputation of its Daura brand to position itself as the UK leader in specialised lagers.

According to managing director Luke White, the ultimate goal is to provide a world-class alternative for those managing specific dietary requirements, ensuring the heritage brand remains a relevant fixture in an increasingly health-focused landscape.