AB InBev is to launch its 0.0% abv Budweiser Prohibition in the UK.
The alcoholic-free lager will hit shelves next month in a 330ml can, with additional formats to follow over the following year.
The non-alcoholic beer category had “been waiting for a major player to come in with something new and innovative” said AB InBev’s North Europe president, Jason Warner. “It is a clear signal of our commitment to smart drinking.”
The announcement coincides with the brewing giant’s eighth annual Global Be(er) Responsible Day today (14 September), which it uses to promote responsible drinking among its staff and consumers.
The Grocer revealed last November that Budweiser Prohibition was set for UK launch, after AB InBev applied to register the trademark with the Intellectual Property Office.
It comes as sales across the Budweiser brand were up £57.8m (18.6%) over the past year, making it the UK’s fourth-biggest booze brand [Nielsen 52 w/e 22 April 2017].