Marketing

Diageo launches Carlsberg 0.0

The last 12 months have seen the alcohol-free category double in size with people looking for more balanced choices and just in time for Christmas Diageo Ireland has launched Carlsberg 0.0 - a Danish Pilsner with zero alcohol, zero sugar and 46 calories per bottle - across the country.

 

Carlsberg 0.0 is filtered which helps it develop a taste like the original Carlsberg Beer.

Carlsberg 0.0 is filtered which helps it develop a taste like the original Carlsberg Beer.

 

With a refreshing malty, caramel body and a crisp pilsner-style bitterness, Carlsberg 0.0 offers all the flavour of Carlsberg Pilsner but with zero alcohol. Full national rollout will be completed by the end of the month.

“Balance is a way of life for the Danes,” said Carlsberg Brand Manager Hannah Todd, “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 – the 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 the 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 in 330ml bottles in pubs, off-licences and supermarkets nationally from the end of November and a 330ml can will hit fridges and shelves from February onwards.

 

 

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