Asda is launching a leaflet and in-store push encouraging shoppers to try low and no-alcohol beer.

The leaflet, which will be given out in 100 stores on Friday 26 and Saturday 27 October, highlights a selection of beers and ciders in Asda’s range and gives ingredient details, tasting notes, food matching recommendations, alcohol levels, calories and price. It is being supported with in-store sampling and a coupon giving £1 off Bavaria 0.0% lager.

The retailer - which said its sales of low-alcohol beers had grown 33% year-on-year against a 14% hike in the overall category [Nielsen 52 w/e 15 September 2012] - has also expanded its range with Beck’s Premier Light and Guinness low-alcohol beers and Kopparberg’s Pear and Mixed Fruit no-alcohol ciders. These take its range to eleven low and no-alcohol beers and ciders.

The retailer said low-alcohol beer was an important and increasingly popular emerging category due to increased alcohol awareness among shoppers and a growing appetite for greater choice in the beer and cider aisle.

“At Asda we are dedicated to driving the market forward and helping our shoppers drink responsibly, making low-alcohol beers and ciders an important category for us,” said Asda beer and cider buyer James Yelland.