Somersby, recognized as the industry leader in the contemporary cider sector, is excited to announce the launch of Somersby Zero. This innovative product marks the debut of the first calorie- and sugar-free cider that is also alcohol-free.
In light of the thriving Beyond Beer category, the brand’s owners, Carlsberg Group, assert that this strategic move aligns with key consumer trends and demonstrates their adaptability.
Under the motto “Zero means more,” Somersby Zero will feature two distinct flavors:
- Apple – the beloved classic in the cider portfolio
- Yuzu & Lemon – a refreshing blend showcasing the unique taste of the Asian citrus fruit yuzu. This flavor is characterized by intense fruitiness and a slightly tart profile, seamlessly merging notes of grapefruit and tangerine.
According to Gunnar Fischer, CMO of Carlsberg Germany, the introduction of Somersby Zero into the German market is not only “unique” but also a “real game changer” in the modern cider landscape.
Fischer remarks, “Somersby embodies the joy of life, lightness, and special moments of delight – exactly what Somersby Zero represents.” He emphasizes their pride in being the first market within the Carlsberg Group to launch this promising product, ensuring there is a suitable choice for every taste in their portfolio.
With Somersby Zero, the brand positions itself as a pioneer in the growing wellbeing trend. Increasingly, consumers are seeking alcohol-free, sugar-free, and calorie-free alternatives that cater to a modern, active lifestyle.
A recent YouGov survey reveals that 49% of individuals aged 18 to 24 have opted to abstain from alcohol. Concurrently, the demand for low-calorie and sugar-free products is surging. Not only does Somersby Zero introduce alcohol-free cider to the market, but it also sets new standards for enjoyment without compromise.
The launch of Somersby Zero will be supported by the brand’s most extensive marketing campaign in Germany to date. This campaign features a high-impact out-of-home presence in popular locations across focus cities, coupled with targeted digital activations on platforms such as Snapchat, YouTube, and Instagram. Additionally, activations at major summer festivals and CSDs in Hamburg and Berlin, a summer roadshow, and extensive sampling campaigns will place the new product directly in consumers’ hands. To further enhance visibility, eye-catching zero mix displays in stores and a free trial campaign will be promoted through digital media.
This launch is part of a comprehensive global strategy to introduce Somersby Zero, starting in Germany as the lead market in 2025, followed by expansions into broader markets, including Poland and Sweden, in 2026.
