SINGAPORE September 2020
Carlsberg jumps into the alcohol-free category with its latest 2 new products
In the future, there is a strong possibility that ‘alcoholism’ might be a distant problem of the past, as many breweries have launched their own series of alcohol-free beer which taste similar or almost identical to the real thing.
These alcohol-free alternatives target an increasing number of young adults who are health-conscious and shun from alcoholic drinks as well as people of certain demographies like drivers, pregnant women or those with health problems.
Carlsberg has recently unveiled its alcohol-free beer range in Singapore – Carlsberg Alcohol Free Pilsner and Carlsberg Alcohol Free Wheat, both of which contain no more than 0.5% alcohol by volume (ABV).
The Alcohol Free Pilsner version is modelled after Carlsberg original iconic brew, and comes with a similar malt sweetness and crisp hoppy bite. The Alcohol Free Wheat has a citrusy Belgian-style wheat beer, rife with fruity flavours and a subtle touch of coriander spice and almost no bitterness.
Both these beers are produced using a special type of yeast which ferments the wort while producing little or no alcohol, while attempting to retain as much of the flavour associated with the original Carlsberg beer.
Carlsberg hopes with these new products, it will be able to debunk the myth that alcohol free beer is not as good as its regular beer. Consumers instead should look at the benefit of consuming alcohol free beer. As a matter of comparison, Carlsberg’s 330ml original beer contains 189 calories, which is far much higher than similar packaging Alcohol Free Pilsner (66 calories) and Alcohol Free Wheat (102 calories).
To encourage consumers to sample the alcohol-free beer, Carlsberg is selling a sampler can for as low as S$0.10 (US$0.075) to S$0.50 (US$0.37) in Singapore across various e-commerce stores like Lazada, Redmart etc. This is also part of its marketing effort launching its first series of alcohol-free beer in the country. Many consumers surveyed were bedazzled by the similarity in taste between alcohol-free and the regular beer.
Carlsberg Alcohol Free Pilsner and Carlsberg Alcohol Free Wheat are now available as single can or 4-can pack at convenience stores and major supermarkets in the country.
Carlsberg hopes to sell its alcohol-free beers in all the markets it is present in by 2022. Presently, alcohol-free beer only has 2-3% share of the global beer market, as such there is a huge growth potential. The growing consumption through e-commerce as a result of the current pandemic could also expedite the growth of this niche category.



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