FDBusiness.com

Carlsberg Group is embracing the growing popularity of low and alcohol-free beer by launching Carlsberg Nordic in the UK. Replacing the existing Carlsberg 0.0 brand, Carlsberg Nordic will be listed in over 170 Tesco stores across the UK, with wider rollout planned later in the year.

Carlsberg Nordic has been specifically brewed as an alcohol-free beer, meaning it delivers the same refreshment that drinkers expect from regular beer, with a crisp hoppy bite – just without the alcohol. The launch comes as low and alcohol-free beers continue to grow in popularity with consumers, with the category worth £118 million (Nielsen w/e 30 November 2019).

Carlsberg Nordic will be supported by a social and digital campaign running across Instagram, Twitter and Facebook.

Liam Newton, VP Marketing at Carlsberg UK, comments: “The Alcohol-Free category has seen a huge growth in the last few years as consumers seek to moderate their consumption without comprising on the taste of their beer. As a result, more people are opting for alcohol-free drinks, but they don’t want their choices to be limited. That’s why we are delighted to bring them a new choice for 2020 that is uncompromising on taste, quality and enjoyment.

“Carlsberg Nordic has already been a great success in Denmark, with a great selection of alcohol-free beers within the portfolio, so we are confident it will be equally successful in the UK.”