UK: Alcohol-free Carlsberg 0.0 launching this week in select Tesco stores

Carlsberg Marston�s Brewing Company (CMBC) is launching alcohol-free Carlsberg 0.0, betterRetailing reported.

Available in a 4x330ml bottle format, Carlsberg 0.0 is launching this week in more than 300 Tesco stores, ahead of a wider rollout planned for later this year.

The supplier said it has �ambitious plans� for the beer�s wider distribution

It contains 63 calories per bottle and tested well among current UK alcohol-free buyers. According to the supplier, 64% expressed intent to purchase the new variety.

The launch comes as alcohol-free lagers have grown 6% in off-trade value sales in the last 12 weeks, compared to the same period last year, according to Nielsen figures.

Sam Johnson, head of marketing � Carlsberg, Core Lager & Cider at CMBC, said: �Carlsberg 0.0 is everything you�d expect from a well-balanced Pilsner, just crafted to contain zero alcohol. The alcohol-free category has seen great growth in the UK in recent years, as consumers seek to moderate their alcohol consumption across a wider range of occasions. The launch gives consumers a new choice for 2023 that is uncompromising on quality, taste and enjoyment.�

The supplier will support the launch with a nationwide outdoor and social media advertising campaign.

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