Europe: Asahi unveils 0% alcohol beer across eight markets

The European arm of Japanese beverage giant Asahi Group has launched a zero percent alcohol version of its popular brand. Asahi Super Dry 0.0% begins its release across eight markets this month, premiering in the UK and Ireland to coincide with dry January, the Food Ingredients First reported on January 2.

Asahi creates the non-alcoholic version of its beer through “a process of dealcoholization” of the base recipe of Asahi Super Dry, creating according to the business “the world’s first super-dry alcohol-free beer.”

This release comes as many significant brewers attempt to tap the growing market for low-to-no alcohol options by releasing zero percent versions of primary brands.

AB InBev launched Corona Cero, a zero percent version of its leading beer, across Europe in June of 2022. After four years of development, Guinness released its non-alcoholic version, Guinness 0.0.

Heineken was among the first to release an alcohol-free version of its primary beer in 2017.

“The market for non-alcohol and low-alcohol beverages continues to expand globally, and the way consumers are drinking also continues to diversify,” says Asahi.

“By popularizing these products, Asahi Group aims to propose appropriate alcohol consumption and new situations in which to enjoy alcohol and provide new choices for people who choose not to drink alcohol.”

In a similar move last April, Asahi announced that another of its brands, Peroni, was releasing Peroni Nastro Azzurro 0.0%.

“Asahi Europe & International has an ambition that 20% of its portfolio will consist of non-alcohol products by 2030,” outlines Asahi. “The launch of Asahi Super Dry 0.0% internationally will be a step to meet consumer demands and drive the strategy.”

The beer industry hit several roadblocks in 2022, with growing production costs stirring up issues against a backdrop of climate change ravaging hop yields.

Despite new successes in developing hydroponic hop growth, production at industrial yield capacity is still a long way down the line.

As such, many consumers are taking their interest toward more affordable options, with continued interest in non-alcoholic options at social events.

In this space, Budweisers’ non-alcoholic option, Bud Zero, emerged as the surprise star of the Qatar World Cup in the wake of a last-minute ban on alcoholic drinks during the event.

Asahi also states that its new non-alcoholic offering will be center stage at the next Rugby World Cup.

“It is also the official beer of Rugby World Cup 2023 where Asahi Super Dry and Asahi Super Dry 0.0% will be served at all tournament venues across France, spanning 48 matches in nine cities,” states Asahi.

The zero-alcohol space continues to expand as the industry focuses on the so-called “sober curious” demands of millennial and Gen Z consumers. Japan’s population is drinking less alcohol to the extent that the Japanese government launched a campaign to boost consumption and therefore alcohol tax revenue following a surprising shortfall.

Much branding toward these consumers focuses on their desire for health and wellness, sustainability and accountability. Many botanicals with attached wellness benefits are doing well within this area.

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