A beer drink with no alcohol... or calories
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 (3)
liz | 11 Feb 2012 20:45
If only it tasted vaguely of beer instead of insipid fizzy water!
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j.glanville | 15 Feb 2012 15:21
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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lorraine | 21 May 2012 20:31
can you tell me if this is available in ireland??
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