Unveiling Our New Alcohol-Free Beer With Staropramen 0.0
Molson Coors has launched Staropramen 0.0, a new 0.0% ABV lager that taps into the growing demand for both low-and-no-alcohol options and world beers1 – with 41% of UK adults having drunk low or no-alcohol drinks in the past three months2.
Staropramen 0.0 has landed in 330ml bottles and multipack format across selected retailers throughout the UK and ROI. The launch builds on the brand’s 11.4%3 value sales growth following a multi-million-pound investment. This included the launch of Staropramen’s biggest-ever marketing campaign – “Because Experts never compromise”, which celebrated Staropramen’s Czech heritage and the influence of the people of Prague in crafting its unique flavour.
The expert brewing team at Staropramen worked for more than two years to perfect the special brewing procedure that can deliver the full flavoured, refreshing, malty taste the brand is known for, while achieving 0.0% alcohol. As a result, Staropramen 0.0 maintains a subtle sweet flavour and soft malty-fruity aroma, which is complemented by its own unique flavour profile and crisp finish. The launch was supported by a marketing campaign including digital advertising, paid social media activity and point-of-sale (POS) materials to create theatre in-store.
Kathryn Reynolds, Marketing Controller – Premium Beers at Molson Coors Beverage Company, said: “The number of alcohol-free occasions is increasing4 and, while there are more 0.0% options available, we know consumers want zero alcohol lagers to still truly deliver on flavour. The expert Staropramen team have perfected a method to offer just that – a full-flavoured Czech pilsner with zero alcohol.
“Staropramen continues to go from strength to strength, climbing seven places in three years to enter the top 30 brands in GB5. We’re confident Staropramen 0.0 will be a popular choice with shoppers and help retailers drive more low-and-no alcohol sales.”
With the launch of Staropramen 0.0, Molson Coors Western Europe now offers drinkers even more choice of alcohol-free options in lager alongside Cobra Zero, as well as cider with Rekorderlig Alcohol Free, and ale with Doom Bar Zero.
[1] CGA OPM P11 52 weeks ending 05/11/2022
2 Mintel, UK Attitudes Towards Low- and No-Alcohol Drinks Market Report 2022
3 IRI GB data, 12 weeks to 31/12/22
4 Mintel, UK Attitudes Towards Low- and No-Alcohol Drinks Market Report 2022
5 IRI/CGA Total Trade Top 50 GB - Off Trade 31-Dec/On Trade 03-Dec