Sharp’s unveils alcohol-free beer with Doom Bar Zero

Sharp's unveils alcohol-free beer with Doom Bar Zero

Sharp’s Brewery has launched the UK’s first widely available 0.0% ABV amber ale to complement its flagship beer, Doom Bar.

While there has been a surge in the number of low-and-no-alcohol beers on the market, a number of the options currently available contain 0.5% ABV.

The expert brewing team at Sharp’s have been working for more than two years to develop a pioneering brewing method which ensures that Doom Bar Zero retains a similar flavour profile and stays true to the style of the successful Doom Bar brand while achieving 0.0% alcohol – significantly more difficult to brew than 0.5%.

As a result, Doom Bar Zero maintains a sweet roasted malt flavour and subtle green hop aroma that has become Doom Bar’s trademark, while also offering its own unique flavour profile with hints of succulent dried fruit and a subtle bitterness.

James Nicholls, marketing controller at Sharp’s, said: “We feel that Doom Bar Zero redefines the quality standard of the category, and are proud that as a truly alcohol-free option, Doom Bar Zero can fit your lifestyle, when it suits you.”

With the launch of Doom Bar Zero, Molson Coors Beverage Company, which owns Sharp’s, now offers drinkers alcohol-free options in lager (Cobra Zero and Bavaria 0.0%), Cider (Rekorderlig Alcohol Free) and ale.

Doom Bar Zero is now available in 500ml bottles in Waitrose, Sainsburys, Morrisons and Amazon, and will launch in Tesco and Bookers Wholesale in September, tapping into the growing demand for alcohol-free options.

Related content

Leave a reply

Food and Drink Technology