Molson Coors Beverage Company has launched Staropramen 0.0%, a new non-alcoholic lager tapping into the growing demand for low- and-no-alcohol options and world lagers.
It will be available from March in 330ml bottles and four-packs, as 41% of UK adults have drunk low- or no-alcohol drinks in the past three months.
It also builds on the brand’s 11.4% value sales growth following a multimillion-pound investment in 2022.
Read more: Asahi enters low & no-alcohol segment with Super Dry 0.0%
Kathryn Reynolds, marketing controller – premium beers at Molson Coors, said: “The number of alcohol-free occasions is increasing 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. We’re confident Staropramen 0.0% will be a popular choice with shoppers and help retailers drive more low-and-no alcohol sales.”
The supplier will support the launch with a marketing campaign kicking off in March, which includes digital advertising, paid social media activity and in-store PoS.
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