St Peter’s is looking to appeal to more consumers with the launch of a new recipe for its Without range of zero-alcohol beers.
Changes have been made to the recipes of Without Gold, Without Original and Without Elderberry & Raspberry (all 0.0% abv).
St Peter’s said the updated brews “provide more hop forward aromas and subtly improved taste characteristics” – although the brand had been “careful not to stray too far from the current profile so as not to alienate current customers”.
The Without range originally launched in 2016, when it was “one of very few zero-alcohol craft beer products available”. The Without Elderberry & Raspberry SKU launched in June this year.
Without Original is currently the brand’s bestselling SKU in the off-trade, with value sales of £763k – up 19.8% from £637k last year [Nielsen 52 w/e 7 September 2019].
Four years on, St Peter’s said it had noticed a change in “consumer motivations and tastes” and had “taken steps to refresh the recipe to appeal to a new range of potential customers”.
The refreshed trio will roll out to retailers in January (rsp £1.49/500ml).