24 November 2019
By Elaine Murphy
Carlsberg is proud to announce the launch of Carlsberg 0.0 into Ireland. Carlsberg 0.0 is a refreshing, great tasting Danish Pilsner with zero alcohol, zero sugar and 46 calories per bottle.
The alcohol-free category has doubled in size in the past 12 months, driven by consumers desire to lead a balanced lifestyle. Although the category is growing it still has limited choice and Carlsberg is confident its new 0.0% pilsner will offer consumers a refreshing, great tasting option that is also low in calorie – great for either a night in or night out.
The new non-alcoholic beer is inspired by the Danish values of balance, socialisation and zero compromise on taste or quality. With a refreshing malty, caramel body and a crisp pilsner-style bitterness, Carlsberg 0.0 offers all the flavor of our Carlsberg Pilsner but with zero alcohol, The Danish Way.
Speaking today Carlsberg Brand Manager, Hannah Todd, said: “We are delighted to launch Carlsberg 0.0, a refreshing, great tasting Danish pilsner with zero alcohol into the Irish market. Balance is a way of life for the Danes. They like to savour the everyday, whether meeting up with friends in the pub after work and cycling home or attending a gig and getting up for a park run the next day – with Carlsberg 0.0 you can choose both. The Irish and the Danes share similar values, and with an upward trend in Ireland of consumers seeking more balanced drinking choices, we’re confident that this new beer will go down incredibly well.”
The brewing process starts with premium barley malt, hops and water – ingredients used for all Carlsberg beers. Yeast is added to start the fermentation and after brewing, the alcohol is gently removed. The beer is filtered which helps it develop a taste like original Carlsberg Beer.
The launch of Carlsberg 0.0 will be supported by an extensive multimedia campaign across Digital, OOH, PR, Sampling and Experiential throughout the Island of Ireland.
New Carlsberg 0.0 will be available nationally from end of November and will be available in 330ml bottles in pubs, off-licences and supermarkets throughout Ireland. 330ml can will hit fridges and shelves from February onwards.