Carlsberg unveils Somersby Zero, Its “first alcohol-free, sugar-free cider”
GERMANY – Danish brewing giant Carlsberg Group has launched what it claims to be the first alcohol-free cider with zero sugar and zero calories.
Named Somersby Zero, the product debuted in Germany, with plans for a global rollout starting in 2025.
Carlsberg Germany’s Chief Marketing Officer, Gunnar Fischer, described the launch as a milestone in the cider sector.
“With Somersby Zero, we are delighted to introduce a product that is not only unique but also a real game changer in the modern cider segment,” he said. “We are proud to be the first market within the Carlsberg Group to launch this promising product, ensuring we have the right choice for every taste in our portfolio.”
The company plans to expand Somersby Zero into Poland and Sweden by 2026 as part of its broader international strategy.
The new range features two flavors: apple and yuzu, and lemon.
Carlsberg said the launch aligns with a growing consumer preference for alcohol-free, sugar-free, and calorie-free beverages that support a modern, active lifestyle.
The company sees Somersby Zero as a pioneer in the wellbeing trend, catering to evolving market demands.
The product launch will be backed by Carlsberg’s largest marketing campaign in Germany to date.
This initiative includes extensive out-of-home advertising in high-traffic areas, digital activations on platforms such as Snapchat, YouTube, and Instagram, and event sponsorships at major festivals and Christopher Street Days (CSDs) in Hamburg and Berlin.
The move is part of Carlsberg’s ‘Accelerate Sail’ growth strategy, which focuses on expanding its ‘Beyond Beer’ portfolio through brand investment, innovation, and market expansion.
The Somersby Zero launch coincides with a decline in traditional beer consumption in Germany.
According to Germany’s Federal Statistical Office, beer sales in the country dropped by 1.4 percent in 2024, reaching approximately 8.3 billion liters.
Meanwhile, non-alcoholic beer production has more than doubled from 267 million liters in 2013 to 556 million liters in 2023.
Recently, Carlsberg Britvic expanded its Pepsi Zero Sugar lineup with two new flavors—Strawberries ‘N’ Cream and Cream Soda—targeting younger consumers, particularly Gen Z.
The Pepsi Zero Sugar Treats range will be available in multiple formats, including 500ml bottles, 1.5-litre bottles, and eight-can multipacks.
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