UK: Carlsberg Britvic launches new alcohol-free beer from 1664

Carlsberg Britvic has announced that 1664 Bière 0.0%, expertly brewed to contain no alcohol, will launch in the Off Trade this April, following a successful launch in the On Trade at the beginning of 2025, Retail Times reported on March 25.

Delivering the rich and balanced taste that 1664 is known for, the new product ensures that the 1664 range can be enjoyed on every occasion. 1664 Bière 0.0% will be available in 6x330ml sleek cans in several major national retailers, including ASDA, Tesco and Waitrose.

Joining Carlsberg Britvic’s strong roster of Low & No alcohol beers, ranging from Carlsberg 0.0 to Erdinger Alkoholfrei, 1664 Bière 0.0% draught has gained positive traction in the On Trade, with nearly 500 outlets already pouring. This will be further supported with a standalone branded fount launching in April for the On Trade channel across both 1664 Bière and 1664 Bière 0.0%.

1664 Bière 0.0% has performed strongly in consumer research ahead of the beer’s launch. Amongst consumers, 1664 Bière 0.0% was particularly recognised for its excellent taste, with consumer testing showing the brand’s favourability for taste was on par with the UK’s market leading alcohol-free beer*.

Carlsberg Britvic will support 1664 Bière 0.0% with a multimillion-pound marketing campaign launching from April across TV, Out of Home, social & digital display. The campaign will lead into the busy summer period when shoppers are hoping to enjoy the sun and a refreshing beer with family and friends, whether out at a picnic or at home with a barbeque.

The Low & No alcohol category has continued to attract new drinkers, with figures showing that 42.8% of drinkers (21.2m) have said they are moderating their alcohol consumption in the past 12 months, an increase of 2.2m drinkers compared to 2016**. The alcohol-free category is also the fastest growing (CAGR 14.6%) with an overindex with Gen Z and millennials.

Dharmesh Rana, Director of Marketing for Premium Brands at Carlsberg Britvic, said: “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.”

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