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).