Patchy quality and the arrival of more interesting soft drinks had consumers turning their backs on non-alcoholic and low-alcohol beer (NABLAB) in the 1990s but it is enjoying a revival. Sales of NABLAB are up 8.6% in volume and 4% by value in the take-home market [Nielsen 52w/e 17 April].
"NABLAB is on a slow burn, but the expectation is this will be a growth category," says Asda beer buyer Rob Paton. "The liquid has improved and there is an opportunity for non-alcoholic beers to be a viable alternative to soft drinks."
Beck's is staking a claim to be the sector's standard bearer with its recently rebranded Beck's Blue. The AB InBev brand previously called Beck's Alcohol Free was renamed last year to make consumers feel more comfortable ordering it in a bar. The launch was supported with a print ad campaign that started in September.
"We believe lower-alcohol brands have a greater role to play," says AB InBev UK president Stuart MacFarlane. "This will be at 0%, 4% and mid-range, which is still relatively unexploited."
From the Molson Coors stable, Cobra Zero is also on the march, but old faithfuls such as Kaliber, reformulated a year ago, remain in the frame.
"Kaliber has been declining 30% as we've lost distribution in key retailers. But in Tesco, where it's still listed, it's growing at 22%," says Richard Barlow of supplier Guinness GB. The Freeminer brewery is also considering an alcohol-free launch, given NABLAB has much greater status in Europe.
"There is an opportunity for a well-brewed beer, because low and non-alcohol beers are now a lifestyle choice," says Freeminer MD Peter Thomas. But Carlsberg UK customer marketing director David Scott is unconvinced.
"It hasn't generated the kind of increase that perhaps retailers thought it might," he says. "NABLAB is only worth 0.6% of lager sales in the off-trade, so I'd question whether if it will flare into life."
Focus On Beer & Cider
"NABLAB is on a slow burn, but the expectation is this will be a growth category," says Asda beer buyer Rob Paton. "The liquid has improved and there is an opportunity for non-alcoholic beers to be a viable alternative to soft drinks."
Beck's is staking a claim to be the sector's standard bearer with its recently rebranded Beck's Blue. The AB InBev brand previously called Beck's Alcohol Free was renamed last year to make consumers feel more comfortable ordering it in a bar. The launch was supported with a print ad campaign that started in September.
"We believe lower-alcohol brands have a greater role to play," says AB InBev UK president Stuart MacFarlane. "This will be at 0%, 4% and mid-range, which is still relatively unexploited."
From the Molson Coors stable, Cobra Zero is also on the march, but old faithfuls such as Kaliber, reformulated a year ago, remain in the frame.
"Kaliber has been declining 30% as we've lost distribution in key retailers. But in Tesco, where it's still listed, it's growing at 22%," says Richard Barlow of supplier Guinness GB. The Freeminer brewery is also considering an alcohol-free launch, given NABLAB has much greater status in Europe.
"There is an opportunity for a well-brewed beer, because low and non-alcohol beers are now a lifestyle choice," says Freeminer MD Peter Thomas. But Carlsberg UK customer marketing director David Scott is unconvinced.
"It hasn't generated the kind of increase that perhaps retailers thought it might," he says. "NABLAB is only worth 0.6% of lager sales in the off-trade, so I'd question whether if it will flare into life."
Focus On Beer & Cider
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