Carlsberg has launched a new alcohol-free brand in the UK called Carlsberg Nordic, as the category continues to grow in popularity.
The new brand replaces its existing Carlsberg 0.0, an alcohol-free variant of its flagship brand.
An alcohol-free pilsner, Carlsberg Nordic is brewed using a blend of hop varieties along with pilsner and caramel malt.
Using a process that specifically brews the drink as an alcohol-free beer means that Carlsberg Nordic ‘delivers the same refreshment that drinkers expect from regular beer, with a crisp hoppy bite…just without the alcohol.’
Liam Newton, VP of marketing at Carlsberg UK, said: “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.”
The new alcohol-free brand will be available in over 170 Tesco stores across the UK, with a wider roll out planned for later in the year.
© FoodBev Media Ltd 2020