Carlsberg Britvic to launch 1664 Bière 0.0% in UK retail following on-trade success 

UK – Carlsberg Britvic has announced the off-trade launch of 1664 Bière 0.0% next month following a strong performance in the on-trade earlier this year.  

The alcohol-free variant, designed to deliver the signature rich and balanced taste of 1664, will be available in 6x330ml sleek cans with a recommended retail price of £4.75 (US$5.12).  

To support the launch, Carlsberg Britvic has planned a multimillion-pound marketing campaign across TV, out-of-home, social media, and digital platforms.  

The company highlighted the continued expansion of the low & no alcohol category, citing data that 42.8% of drinkers—equivalent to 21.2 million people—moderated their alcohol intake in the past year.  

Additionally, the alcohol-free segment remains the fastest-growing, with a compound annual growth rate (CAGR) of 14.6%, particularly appealing to Gen Z and millennials. 

Dharmesh Rana, Director of Marketing for Premium Brands at Carlsberg Britvic, expressed confidence in the new release. “1664 has gone from strength to strength since we relaunched the brand last year. As the alcohol-free beer category continues to grow, we are thrilled to continue driving the 1664 brand to new heights with the launch of 1664 Bière 0.0% in the UK. 

“As consumers look to moderate their drinking across different occasions, whether that’s out with friends or at home with family, it’s essential that brands provide great-tasting options that don’t compromise on flavour or sophistication. 1664 Bière 0.0% is a perfectly balanced, flavourful, and eminently sippable beer, and we’re confident that this brand can go head-to-head with the market leader.” 

In addition to expanding its alcohol-free offerings, Carlsberg Britvic recently introduced two new flavors of Pepsi Zero Sugar: Strawberries ‘N’ Cream and Cream Soda.  

These additions target younger consumers, particularly Gen Z, in response to growing demand for flavored cola. The segment is currently outpacing unflavored cola threefold. 

The Pepsi Zero Sugar Treats range will be available in multiple formats, including 500ml price-marked and plain bottles, multipacks of eight 330ml cans, and a 1.5-litre bottle for the Strawberries ‘N’ Cream variety. 

Carlsberg Britvic was formed in January 2025 following the merger of Carlsberg Marston’s Brewing Company (CMBC) and Britvic’s UK operations.  

The company now combines CMBC’s brewing and logistics capabilities with Britvic’s packaging and production expertise.  

Its extensive beverage portfolio includes Pepsi MAX, 7UP, Tango, Robinsons, J2O, Fruit Shoot, Plenish, and Jimmy’s Iced Coffee. 

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