Ukraine: Carlsberg to launch non-alcoholic Carlsberg beer for UEFA Euro 2012

Carlsberg Ukraine is set to launch Carlsberg non-alcoholic beer especially for sales at the stadiums during UEFA EURO 2012 soccer championship, Pivnoe Delo reported on January, 26.

Carlsberg Non-Alcoholic production will be based on the classical receipt, it is reported. The beer will be produced at Carlsberg Ukraine Kyiv brewery of under supervision of specialists from Carlsberg Group Headquarters.

Carlsberg Non-Alcoholic will be sold exclusively at stadiums during the games of EURO 2012. First kegs of 30l of volume will be filled in May of this year. Sales volumes of Carlsberg Non-Alcoholic during EURO Cup are expected at the level of 1500 hl.

Carlsberg Group as the Official sponsor of UEFA EURO 2012 is the sole company authorized to sell beer and kvas at the stadiums during the games. Carlsberg became the official beer of EURO Championships in 1988. EURO 2012 will be 7th tournament which is supported by Carlsberg, and will take place in Poland and Ukraine.

Yaroslav Koval, Vice President on marketing of Carlsberg Ukraine: “We are very happy to launch the production of non-alcoholic Carlsberg in Ukraine. According to UEFA Rules, it is prohibited to sell alcoholic drinks at the stadiums during the games. We believe that this initiative is good and also supports our belief in responsible drinking culture. That’s why we launch production of non-alcoholic brand of Carlsberg beer which is the most popular among the football fans. It is the official beer of UEFA EURO Football Cup since 1988. This will help the fans from the whole world to respect traditions and history watching one of the most challenging sport shows with the cup of their favourite beer in their hands.”

01 February, 2012