Carlsberg Germany brand, 2022 signals that it is a year of non-alcoholic beers. As a result, it reveals that the German business has innovated its entire beer portfolio with multiple new 0.0s.
Alcohol-free has shown steady growth in recent years in Germany. Building on this momentum and growth opportunity, Carlsberg Germany in December 2019 decided to transform its entire portfolio of non-alcoholic beers (AFB).
The Lübzer brand now consists of a 0.0% Pilsner and 0.0% Naturradler in three variants: a natural refreshment with 50% fruity and sparkling lemonade and 50% non-alcoholic 0.0% Lübzer with a decent hop note. Astra is also keeping consumers excited, starting in typical Astra fashion with its first AFB in the brand’s range: launching Astra Garnet Energy 0.0%, the first impulse beer, a unique and energetic concept. Carlsberg has launched its first line extension in the German market with Carlsberg 0.0%. And finally, the Holsten brand is now also on the 0.0% journey with the addition of its 0.0% non-alcoholic Pilsner.
“More and more consumers want completely alcohol-free beer varieties without having to compromise on taste and variety. With our comprehensive 0.0% range, we demonstrate that enjoying alcohol-free beer does not have to be a sacrifice,” says Gunnar Fischer, General Manager Marketing at Carlsberg Germany.
“With this unprecedented portfolio of 0.0% beers that take advantage of strong consumer trends, we look forward to providing consumers with great beer experiences and driving category growth,” he adds.
