Carlsberg Britvic is launching 1664 Bière 0.0% in the off-trade next month following a successful debut in the on-trade at the beginning of the year.
The alcohol-free variant is said to deliver the “rich and balanced taste that 1664 is known for” and has performed strongly in consumer research. It will be available in 6x330ml sleek cans (RRP £4.75) in major supermarkets, including Asda, Tesco and Waitrose
Carlsberg Britvic will support the launch of 1664 Bière 0.0% with a multimillion-pound marketing campaign across TV, out-of-home, social, and digital display.
The company noted that the low & no alcohol category has continued to attract new drinkers, with figures showing that 42.8% of drinkers (21.2m) moderated their alcohol consumption in the past 12 months. The alcohol-free category is also the fastest growing (CAGR 14.6%), over-indexing with Gen Z and millennials.
Dharmesh Rana, Director of Marketing for Premium Brands at Carlsberg Britvic, said: “1664 has gone from strength to strength since we relaunched the brand last year. As the alcohol-free beer category continues to grow, we are thrilled to continue driving the 1664 brand to new heights with the launch of 1664 Bière 0.0% in the UK.
“As consumers look to moderate their drinking across different occasions, whether that’s out with friends or at home with family, it’s essential that brands provide great-tasting options that don’t compromise on flavour or sophistication. 1664 Bière 0.0% is a perfectly balanced, flavourful and eminently sippable beer, and we’re confident that this brand can go head-to-head with the market leader.”
