Björt low‑carb beer meets UK health shift

Björt low‑carb beer has officially launched in the UK, entering the market as one of the world’s lowest‑carbohydrate lagers and addressing a growing consumer need for healthier beer choices.

The new brand, created by Icelandic entrepreneur Hrefna Bachmann, was born from her own lockdown experience and a realisation that the UK lacked a guilt‑free, keto‑friendly premium lager. With just 0.3g of carbohydrates per 330ml bottle, Björt low‑carb beer significantly undercuts the nearest competitor at 4g — a gap that signals a major opportunity within the better‑for‑you alcohol space.

Hrefna’s journey began when she returned to Iceland during the pandemic and adopted a strict low‑carb, keto‑aligned diet capped at 22g of carbohydrates per day. One standard beer consumed half her daily allowance. Yet in Iceland and across Scandinavia, low‑carb lagers were already well‑established, offering flavour without the carb loading. This contrast highlighted a clear market disparity.

On returning to London, Hrefna — a seasoned marketeer — recognised that the UK beer aisle lacked the same accessible, guilt‑free options. With 64–66% of UK consumers now taking a proactive approach to health, according to industry reports, the arrival of Björt low‑carb beer aligns with a broader shift toward moderation, wellness and functional drinking choices. 

Brewed in Sussex by Hepworth Brewery using a three‑week fermentation process, Björt delivers a crisp, refreshing, naturally gluten‑free lager without compromising taste. Early traction is strong: the beer has already been listed in several high‑end restaurants and was served to VIP guests at the world‑first cinematic screening of David Attenborough’s A Gorilla Story.

Available in 330ml bottles with clean, minimalist graphics, Björt low‑carb beer is also sold D2C at an RSP of £2.85. A PR, social media and sampling campaign will support the launch as the brand seeks to replicate the Nordic low‑carb success story in the UK.