Carlsberg Britvic launches 1664 Bière 0.0%
A new alcohol-free beer from 1664 is being launched in the UK by Carlsberg Britvic.
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.
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. Among 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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