1664 Bière 0.0% has officially joined Carlsberg Britvic’s expanding range of low and no-alcohol beers, which includes popular options such as Carlsberg 0.0 and Erdinger Alkoholfrei. This new addition will be available in 6x330ml sleek cans across several major national retailers, including ASDA, Tesco, and Waitrose.
Prior to its launch, consumer research indicated that the beer performed exceptionally well, particularly in terms of taste, which positioned it competitively alongside the UK’s leading alcohol-free beer.
‘Strength to strength’
Dharmesh Rana, director of marketing for premium brands at Carlsberg Britvic, stated: “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.”
The Low & No alcohol category continues to gain traction, with recent figures showing that 42.8% of drinkers—amounting to 21.2 million individuals—reported moderating their alcohol consumption in the past year. This represents an increase of 2.2 million drinkers since 2016, according to Kantar.
Notably, the alcohol-free category is currently the fastest-growing segment in the market, boasting a compound annual growth rate (CAGR) of 14.6%. This growth is particularly pronounced among Gen Z and millennial consumers.
‘Moderating drinking’
“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,” Rana emphasized.
“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.”
To bolster the launch of 1664 Bière 0.0%, Carlsberg Britvic will implement a multimillion-pound marketing campaign starting in April, utilizing television, outdoor advertising, and social & digital displays.