With the Beyond Beer category continuing to thrive, this launch reflects the Carlsberg Group ability to align with key consumer trends, offering a carefree alternative for those who want to enjoy consciously - without compromising on taste.

More freedom, more enjoyment, more options

Under the motto “Zero means more”, Somersby Zero represents a new era of carefree enjoyment: more ease in social gatherings, more variety for nutrition-conscious consumers and more trend awareness. The new Zero range consists of two flavors:

Apple – The popular classic in the cider portfolio

Yuzu & Lemon – A refreshing flavour with the extraordinary taste of the Asian citrus fruit yuzu, characterized by an intense fruitiness with a slightly tart taste that combines notes of grapefruit and tangerine

Gunnar Fischer, CMO Carlsberg Germany, says:

“With Somersby Zero, we are delighted to launch a product on the German market that is not only unique, but also a real game changer in the modern cider sector. Somersby embodies the joy of life, lightness and special moments of delight – exactly what Somersby Zero is all about. We are proud to be the first market within the Carlsberg Group to launch this promising product, ensuring we have the right choice for every taste in our portfolio.”

Pioneer of the Zero trend

With Somersby Zero, the brand is positioning itself as a pioneer of a growing wellbeing trend. More and more people are seeking alcohol-free, sugar-free and calorie-free alternatives that align with a modern, active lifestyle. According to a YouGov survey, 49% of 18 to 24-year-olds have already chosen to abstain from alcohol. At the same time, demand for low-calorie and sugar-free products continues to rise. Somersby Zero is not only the first alcohol-free cider - it also sets new standards for enjoyment without compromise.

Market launch with a major media campaign

The launch of Somersby Zero will be accompanied by the brand's most extensive marketing campaign in Germany to date. This includes a high-impact out-of-home presence at highly frequented locations in focus cities as well as targeted digital activations on platforms such as Snapchat, YouTube and Instagram. Activations at major festivals in summer and the CSDs in Hamburg and Berlin, a summer roadshow and extensive sampling campaigns put the new product directly into the hands of consumers. Additional attention will be created by eye-catching zero mix displays in stores and a free trial campaign, which will be extended through digital media.

The launch is part of a global plan to introduce Somersby Zero, starting with Germany as the lead market in 2025, followed by expansion into broader markets in 2026, beginning with Poland and Sweden.