Molson Coors has launched a new alcohol-free version of its Staropramen lager brand to tap into the growing demand for low-and-no-alcohol options.
Staropramen 0.0 will roll out in 330ml bottles and multipack format across selected retailers in March.
The launch builds on the brand’s 11.4% value sales growth after a multi-million-pound investment in 2022. This included the launch of Staropramen’s biggest-ever marketing campaign – ‘Because Experts never compromise’ – which celebrated the beer’s Czech heritage.
Staropramen has been working for more than two years to perfect a special brewing procedure that can deliver the flavour the brand is known for but with 0.0% alcohol.
The launch will be supported by a marketing campaign kicking off next month, including digital advertising, paid social media activity and point-of-sale (POS) materials.
“The number of alcohol-free occasions is increasing and, while there are more 0.0% options available, we know consumers want zero alcohol lagers to still truly deliver on flavour,” said Kathryn Reynolds, Marketing Controller – Premium Beers at Molson Coors Beverage Company. “The expert Staropramen team have perfected a method to offer just that – a full-flavoured Czech pilsner with zero alcohol.”
She added: “Staropramen continues to go from strength to strength, climbing seven places in three years to enter the top 30 brands in GB. We’re confident Staropramen 0.0 will be a popular choice with shoppers and help retailers drive more low-and-no alcohol sales.”
