As part of its highlights in the financial statement to 31 December 2020, Carlsberg expressed excitement at the positive impact of alcohol-free brews.
An acceleration in consumer awareness of health and wellbeing is the primary reason for the growth as the pandemic took its toll across the world.
Carlsberg says it saw very good results for recent launches in the category, including Baltika Zero Grapefruit and Raspberry, Brooklyn Special Effects and Somersby 0.0.
It has also taken the first steps in introducing the alcohol-free brew category in Asia with the launches of Chongqing Beer AFB in China and Carlsberg Alcohol Free in Singapore and Hong Kong.
Alcohol-free brews continued the positive trajectory of recent years, growing by 11%, Carlsberg concludes.
I have found that low-and-no alcohol beer is an additional bright spot to explore in the spirit of experimentation during the lockdown. With moderation and wellness continuing to resonate with me, low-and-no alcohol beer is a welcome alternative to soft drinks.
In the coming years, I can see consumers recognising mindful choices and people being open minded to trying things. I must add, I’m acutely aware of the long-term impacts of small day-to-day changes and habits, and believe more brands will facilitate a reduction in alcohol consumption via their portfolios.
I also see the pandemic reducing scepticism as more people bring non-alcoholic beverages into their lives.
I feel with the variety on offer, no and low options provide an opportunity for growth. I like a beer and currently I can enjoy a non-alcoholic one that feels like I’m enjoying a nice beer. If the new and established brands can create meaningful connections with drinkers then the category can truly find success and move beyond health and wellness.
- Rodney Jack, editor, Food & Drink Technology.
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