EU: Carlsberg launches new alcohol-free beer Birell

Carlsberg Group has launched a new alcohol-free beer brand called Birell, as the company seeks to capitalise on the growing taste for alcohol-free beverages from European consumers, FoodBev.com reported on May 8.

Birell was made available to consumers in Poland and Bulgaria on May 1 in two formats, Pilsner Lager and Belgian Wit, and the brand will be introduced into new markets in 2019, according to the company.

Carlsberg says that drinks in the Birell range retain the same taste, mouthfeel and body of regular beer, and are free from artificial ingredients such as colourings and flavours.

Figures provided by the company claim that the alcohol-free beer sector has grown 90% over the last decade, and Birell has been created to offer consumers who live an active lifestyle a new option, as the drink also contains fewer calories than regular beer.

Shawn Gallegly, vice-president alcohol-free brews for Carlsberg said: “The alcohol-free category has seen huge growth in the last few years as consumers develop greater awareness of the food and drinks they purchase.

“As a result, more people are opting for alcohol-free drinks, but they don’t want their choices to be limited to water or soft drinks. They are seeking a wider range of relevant and great tasting refreshment choices. That’s why we created an alcohol-free beer that is uncompromising on taste, quality and enjoyment alike.”

“2017 was a very good year for our alcohol-free brands, and this year, without revealing the numbers, looks even more promising.

“Bringing the Birell launch to the Carlsberg portfolio further adds to our focus on brewing for a better today and tomorrow. With Birell, it’s a positive approach on living more.

“By giving consumers the opportunity to enjoy a great tasting alcohol-free beer, we aim to inspire consumers to fulfil their active lifestyles.”

10 May, 2018