Carlsberg launches new alcohol-free beer brand to meet demand

DENMARK – Carlsberg A/S, the European global brewer has unveiled Birell, a new alcohol-free beer brand available in two styles that is, Pilsner Lager and Belgian Wit driven by strong consumer demand.

According to Carlsberg, although the brand has no alcohol, it portrays the same characteristics desired by consumers including body, mouthfeel, foam and great tasting properties.

As the alcoholic beer market is reported to be inconsistently growing due to changes in tastes and preferences, Birell is giving consumers more choice in non-alcoholic category.

Birell, made from barley, wheat, hops and water is said to be free from artificial preservatives and colours, contains no added sugar and has less calories than regular beer making it a healthier option for health-conscious customers.

Carlsberg said the brand was 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.

Increasing consumer insights pertaining long term effects of liquor coupled with demand for more fulfilling drinks choices, is driving the non-alcoholic beer market projected to be worth over US$25 billion by 2024 (Global Market Insights, Inc.).

The industry growth is also driven by rising demand from teenagers due to stringent laws on drinking age together with shifting manufacturer preference to extend product portfolio including lighter alternatives.

Carlsberg noted that for the past ten years, the Alcohol-Free Beer (AFB) category has experienced 90% growth as consumers develop greater awareness of the food and drinks they purchase

“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.

With Birell, it’s a positive approach on living more. By giving consumers the opportunity to enjoy a great tasting alcohol-free beer, we aim to inspire consumers to fulfil their active lifestyles,” said Shawn Gallegly, VP Alcohol Free Brews for Carlsberg.

The company said Birell was available in selected leading retailers across Bulgaria and Poland from May 1, with plans to roll out other launches in 2019.

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