Molson Coors unveils new alcohol-free beer
Molson Coors has launched, Staropramen 0.0, a new 0.0% ABV lager that taps into the growing demand for both low-and-no-alcohol options and world beers.
Staropramen 0.0 will roll out in 330ml bottles and multipack format across selected retailers in March, tapping into the growing demand for alcohol-free options [Mintel, UK Attitudes Towards Low- and No-Alcohol Drinks Market Report 2022] – with 41% of UK adults having drunk low or no-alcohol drinks in the past three months [Mintel, UK Attitudes Towards Low- and No-Alcohol Drinks Market Report 2022].
The launch builds on the brand’s 11.4%[IRI GB data] value sales growth, after a multi-million-pound investment in 2022. This included the launch of Staropramen’s biggest-ever marketing campaign – “Because Experts never compromise”, which celebrated Staropramen’s Czech heritage and the influence of the people of Prague in crafting its flavour.
The expert brewing team at Staropramen has been working for more than two years to perfect a special brewing procedure that can deliver the full flavoured, refreshing, malty taste the brand is known for, while achieving 0.0% alcohol – significantly more difficult to brew than 0.5%.
As a result, Staropramen 0.0 maintains a subtle sweet flavour and soft malty-fruity aroma, which is complemented by its own unique flavour profile and crisp finish.
The launch will be supported by a marketing campaign kicking off in March, including digital advertising, paid social media activity and point-of-sale (POS) materials to create theatre in-store.
Kathryn Reynolds, marketing controller – premium beers at Molson Coors Beverage Company, said: “The number of alcohol-free occasions is increasing [Mintel, UK Attitudes Towards Low- and No-Alcohol Drinks Market Report 2022] and, while there are more 0.0% options available, we know consumers want zero alcohol lagers to still truly deliver on flavour. The expert Staropramen team have perfected a method to offer just that – a full-flavoured Czech pilsner with zero alcohol.
“Staropramen continues to go from strength to strength, climbing seven places in three years to enter the top 30 brands in GB [IRI/CGA ]. We’re confident Staropramen 0.0 will be a popular choice with shoppers and help retailers drive more low-and-no alcohol sales.”
With the launch of Staropramen 0.0, Molson Coors Beverage Company, now offers drinkers even more choice of alcohol-free options in lager alongside Cobra Zero, as well as cider with Rekorderlig Alcohol Free, and ale with Doom Bar Zero.
