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Carlsberg Group Announces Launch of New Alcohol-Free Beer Brand Birell

Leading global brewer, Carlsberg Group, has today launched Birell, a new alcohol-free beer brand. Driven by strong consumer demand, the Alcohol-Free Beer (AFB) category has experienced 90% growth during the last ten years. Birell will initially launch in two styles – Pilsner Lager and Belgian Wit – in Poland and Bulgaria, before a more widespread roll out in 2019.

Developed specifically as an alcohol-free beer, Birell delivers the same body, mouthfeel, foam, and most importantly great taste that consumers expect from regular beer, just without the alcohol. Birell is made from ingredients of natural origin (barley, wheat, hops, water), free from artificial preservatives and colours. It contains no added sugar beyond the natural occurring sugars from the cereals. Birell contains less calories than regular beer and has isotonic properties, making it the perfect refreshment for those who like to be active.

Positioned as a positive and aspirational choice for consumers who live an active lifestyle and no longer want to be limited in their drinks options, this new generation alcohol-free beer challenges current preconceptions about real beer taste. It heralds the arrival of a new mindset as consumers demand more fulfilling drinks choices and no longer want to compromise on taste.

Shawn Gallegly, VP Alcohol Free Brews for Carlsberg, comments: “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.”

Gallegly continues: “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.”

Birell is available in selected leading retailers across Bulgaria and Poland from May 1st.

Contact

Please address enquiries to:

Director, International and Danish Media

Kasper Elbjørn

Tel +45 4179 1216 Email kasper.elbjorn@carlsberg.com