Danish brewing giant Carlsberg has launched new alcohol-free beer brand Birell, responding to increasing consumer demand in the category, the company said.
The brand is available in two styles – Pilsner Lager and Belgian Wit – now being sold in Poland and Bulgaria, as of 1 May. In 2019, the beer will receive a more widespread launch.
‘Birell delivers the same body, mouthfeel, foam, and, most importantly, great taste that consumers expect from regular beer, just without the alcohol,’ Carlsberg noted.
It is made from barley, wheat, hops and water, and doesn’t possess artificial preservatives or colours. There is also no added sugar.
The company highlighted the brew’s lower caloric content and its 'isotonic' qualities, saying that it is ideal for those with active lifestyles.
Changing Consumer Tastes
Carlsberg credited changing consumer tastes as one of the main reasons for the launch of Birell, as the alcohol-free category has seen 90% growth in the last ten years. It already sells alcohol-free brands such as Carlsberg 0.0%.
'Positioned as a positive and aspirational choice for consumers who live an active lifestyle and no longer want to be limited in their drinks options, this new-generation alcohol-free beer challenges current preconceptions about real beer taste,' the company noted.
Shawn Gallegly, vice-president of alcohol-free brews for the company, added, "2017 was a very good year for our alcohol-free brands, and this year, without revealing the numbers, looks even more promising. Bringing the Birell launch to the Carlsberg portfolio further adds to our focus on brewing for a better today and tomorrow."
Carlsberg reported a decline in revenue of 5% in Q1 2018, due to negative currency impacts.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up to ESM: European Supermarket Magazine.
