A beer drink with no alcohol... or calories

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Beverage Brands is rolling out a beer-flavoured drink free from alcohol, calories and sugar.

Equator is pitched at affluent males in their late-twenties to early-thirties who are looking for “a healthier and premium alternative to alcohol”. It launches in selected Tesco stores on 23 January, supported by in-store activity, a digital campaign and PR.

Take-home sales in the no-alcohol and low-alcohol beer category have risen 5% over the past year to £16.1m [Nielsen 52 w/e 26 November 2011].

Soft Brew is extending its alcohol-free adult soft drink range - made with hops, malt, barley and fruit juices, but no yeast - with a blackcurrant flavour, in Sainsbury’s from March (rsp: £1.26/275ml).

Readers' comments (15)

  • If only it tasted vaguely of beer instead of insipid fizzy water!

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  • Recently tried Equator
    0 calories,0% alcohol

    Unfortunately 0% flavour.Tasted like watered down beer.

    Very disappointed.Will not be buying again.

    There are some very low alcohol drinks <0.5% which do have flavour-Equator does not .It appears to be an expensive weakly flavoured water trying to pretend that it is a beer substitute-it is not.

    Double the flavour half the price-It is not a premium beer in spite of packaging.

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  • can you tell me if this is available in ireland??

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  • Can you tell me if any of the main supermarkets are stocking this, or if it is available in the south east of the UK ???

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  • Hi there
    Just a quick moan about Equator beer
    this product has been on the market from the beginning of the year and I am finding it very hard to buy Tesco is supposed to be the retailer that sells it but when you go to their supermarkets and ask about Equator they look confused and dont seem to know what we are talking about.
    Are there any alternative,even online alternatives would be helpful
    William Butler

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  • Im on slimming world and this is perfect!!! My local Tesco haven't had it for two weeks now and im gutted!!!! Although it is watery if you mix with diet lemonade it tastes like a regular shandy without the calories, syns or hangover!!!! Brilliant invention but needs to be more widely available!!!!

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  • I cant seem to even buy Equator anywhere apart from on-line which seems a bit stupid to just order that. Shame you cant buy it anywhere else!

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  • I have just started slimming world equator beer can not be bought from tescos can you please tell me where I can buy it please

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  • First saw Equator advertised in Slimming World magazine and managed to buy some from Tescos - put a slice of lime in it at a BBQ and felt like I was having a drink - I found it quite enjoyable. Unfortunately since then I have been back to the store plus another 7 more and have been unable to buy anymore. I read on line that Tesco has exclusive rights to the drink - WHY??? when you can't find one store that stocks it!

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  • I also am not able to buy this in Tesco anymore, they say it is discontinued

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