Carlsberg has expanded its offerings portfolio in the UK market by launching a new alcohol-free beer known as Carlsberg Nordic.

The variant will be a replacement for Carlsberg 0.0 brand, distributed across more than 170 Tesco stores across the UK. The company is planning for broader rollout later this year.

Carlsberg UK Marketing vice-president Liam Newton said: “The Alcohol-Free category has seen a huge growth in the last few years as consumers seek to moderate their consumption without comprising on the taste of their beer.

“As a result, more people are opting for alcohol-free drinks, but they don’t want their choices to be limited. That’s why we are delighted to bring them a new choice for 2020 that is uncompromising on taste, quality and enjoyment.”

The company adds that its alcohol-free pilsner Carlsberg Nordic, produced using a combination of hop varieties along with pilsner and caramel malt, ensures consistency in taste.

Carlsberg added that Nordic variant offers the same refreshment of a regular beer.

Newton said: “Carlsberg Nordic has already been a great success in Denmark, with a great selection of alcohol-free beers within the portfolio, so we are confident it will be equally successful in the UK.”

Carlsberg notes that a social and digital campaign will support the launch.

Last February, Carlsberg released beer variant Danish Pilsner in the UK market. The company claims that its new beer will enhance the consumer drinking experience while minimising environmental impact.