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Damm, the renowned Spanish brewery, has launched of Estrella Damm 0.0%, a premium non-alcoholic beer that aims to capture the essence of Mediterranean flavour while catering to the increasing consumer demand for alcohol-free options in the UK market.

This product rollout follows a successful trial period and is set to be available across various on-trade hospitality venues and off-trade retailers. Estrella Damm 0.0% is positioned as a direct response to the evolving preferences of consumers seeking refreshing alternatives to traditional alcoholic beverages.

The brewery has leveraged its extensive experience in producing non-alcoholic beers since 2003 to develop a product that maintains the signature taste of its iconic Estrella Damm lager, now without the alcohol content.

To achieve this, Damm employs a sophisticated brewing technique that begins with natural fermentation using a specific yeast. Following fermentation, the alcohol is removed through advanced vacuum distillation, a method designed to retain the aromatic components often lost in conventional non-alcoholic beer production.

The new offering will be available on draught in select venues, including Youngs pubs in London, and in 4x440ml can packs at Sainsbury’s, with plans to expand distribution to other major grocery outlets and supermarkets.

Luke White, UK managing director at Damm, highlighted the company’s commitment to quality and innovation. “We have been able to lean on our technological expertise to bring the taste of the Mediterranean to the UK at 0.0%, providing consumers with more choices, including draught options,” he said.

Damm's approach reflects broader trends within the food and beverage industry, where the demand for non-alcoholic products is rapidly growing. The company’s focus on craftsmanship and quality ensures that Estrella Damm 0.0% aligns with consumer expectations for taste and experience, while also addressing the health-conscious market segment.

The launch comes at a time when many consumers are seeking healthier lifestyle choices, and the non-alcoholic beverage sector is experiencing significant growth. By introducing Estrella Damm 0.0%, Damm not only expands its product portfolio but also positions itself strategically in a competitive market that increasingly values health and wellness.