Carlsberg unveils new alcohol-free beer brand

Danish brewer Carlsberg has launched a new alcohol-free beer brand called Birell.

Initially, Carlsberg will roll out Birell in two styles, including Pilsner Lager and Belgian Wit, in Poland and Bulgaria. The company is then planning to introduce the product in other markets by 2019.

The launch of the alcohol-free beer brand is in response to the growing consumer demand, which is reported to have increased by 90% over the last decade.

Carlsberg Alcohol Free Brews vice-president Shawn Gallegly said: “The alcohol-free category has seen huge growth in the last few years as consumers develop greater awareness of the food and drinks they purchase.

“As a result, more people are opting for alcohol-free drinks, but they don’t want their choices to be limited to water or soft drinks.

“They are seeking a wider range of relevant and great tasting refreshment choices. That’s why we created an alcohol-free beer that is uncompromising on taste, quality and enjoyment alike.”

Produced using barley, wheat, hops and water, Carlsberg claims Birell offers the same mouthfeel, foam, taste that consumers expect from a regular beer.

The company further claims Birell is free from artificial preservatives, colours and contains only the naturally occurring sugars from cereals fermented during production.

Birell contains fewer calories than regular beer and has isotonic properties, making it the perfect refreshment for those who like to be active.

Gallegly said: “2017 was a very good year for our alcohol-free brands, and this year, without revealing the numbers, looks even more promising. Bringing the Birell launch to the Carlsberg portfolio further adds to our focus on brewing for a better today and tomorrow.

“With Birell, it’s a positive approach on living more. By giving consumers the opportunity to enjoy a great tasting alcohol-free beer, we aim to inspire consumers to fulfil their active lifestyles.”