Innovation watch: New alcohol-free product launches around the globe

By Rachel Arthur contact

- Last updated on GMT

Stella Artois launches Liberté in the US this month. Pic: Anheuser-Busch.
Stella Artois launches Liberté in the US this month. Pic: Anheuser-Busch.

Related tags: Npd, NABLAB, alcohol-free, non-alcoholic, non-alcoholic beer

We take a look at some of the alcohol-free innovations launching this month around the globe

Stella Artois launches Liberté

stella artois liberte

Anheuser-Busch’s Stella Artois has launched Liberté, a non-alcoholic brew, in the US.

The 0.0% option will come in a classic 11.2oz glass bottle with a redesigned blue label (the color associated with the alcohol-free category). It is described as a ‘full-flavored premium alcohol-free lager with a well-balanced flavor of malt sweetness, crisp hop bitterness and clean finish’.

The new product is being introduced in select markets in the US this month, including New York, Washington D.C. Miami and Philadelphia.

The launch follows that of Stella Artois Alcohol-Free in the UK last year.

Lyre’s Pink London Spirit

Pink London Spirit small (002)

Non-alcoholic spirits company Lyre’s has added Pink London Spirit to its portfolio.

“Following the huge demand for pink gin in the UK, we created Pink London Spirit to bolster the Lyre’s collection and provide even more options for the sophisticated drinker to enjoy their favourite drink or cocktail of choice without the alcohol,”​ says Mark Livings, Lyre’s CEO and Co-Founder. “The impossibly-crafted Pink London Spirit will be a great alternative for moderate drinkers within the pink gin category, which is currently the 2nd biggest seller within the UK spirit market.”

Lyre’s Pink London Spirit comes in a 700ml bottle with a RRP of £23.50.

Libra

libra

Canada’s Upstreet Craft Brewing is bringing Libra, its non-alcoholic craft beer, to the grocery aisle.

Libra was created by Upstreet owners Mitch Cobb and Mike Hogan in October 2020, starting with Libra Pale Ale and followed up this summer with Libra Hazy IPA.

"This is another important step in building our national retail presence in the non-alcoholic beverage market," ​says Mitch Cobb, Co-Owner, Upstreet Craft Brewing. "We are thrilled to be working with Sobeys and making Libra even more accessible to Canadians who are striving to balance their wellness and social life."

Upstreet Craft Brewery’s full range includes craft beer, vodka seltzers, craft sodas and now non-alcoholic craft beer Libra. It was the first company on Price Edward Island to gain B-corp certification and has three locations across two provinces and national distribution on Well.ca and at Sobeys in Atlantic Canada.

Slovenian isotonic non-alcoholic beer

union

Pivovarna Union has launched a 0.0% beer in partnership with the Football Association of Slovenia.

Union Radler 0.0% Isotonic is a Radler made from non-alcoholic beer and lemon-flavor juice, as well as added vitamins and minerals for regeneration after sport.

The beer is packaged in a ‘sporty slimline’ beverage can by Canpack.

Erdinger Alkoholfrei

ERDINGER Alkoholfrei Grapefruit bottle and glass

Bavarian wheat beer specialist Erdinger Weissbräu is enhancing its alcohol-free range in the UK with the addition of a refreshing grapefruit alternative alongside the established Erdinger Alkoholfrei.

The new drink is made from 50% Erdinger Alkoholfrei wheat beer and 50% grapefruit juice drink: resulting in a slightly bitter beer with a ‘refreshingly tangy taste that matches the intensive aromas of freshly cut grapefruit with subtle malt notes in the background.’ It is a natural, bright pink colour with a little cloudiness and a delicately rosé-tinted head.

Peter Gowans, Country Manager for Erdinger Weissbräu, said: “Erdinger Alkoholfrei has an established presence as a thirst-quenching alternative for those who make conscious decisions to cut their alcohol consumption but still appreciate a tasty beer. The new Alkoholfrei Grapefruit gives an extra dimension that appeals to anyone who wants a twist to their beer through the tangy taste of grapefruit juice. In the same way that the original Erdinger Alkoholfrei is known for its isotonic properties, with particular benefit to help quench thirst faster after exercise, so we expect the grapefruit mix to be enjoyed post workout as well as after a day at work or just relaxing on a warm summer evening.”​ 

The beer is isotonic, has 25 calories per 100ml and contains vitamins B9, B12 and C which promote the normal functioning of the body’s immune system. It is available in 330ml bottles and distributed through Carlsberg Marston’s Brewing Company.

Cornish fermented drinks

high point

New Cornish drinks brand, High Point Drinks, has launched two premium non-alcoholic fermented drinks: an aperitif, High Point Ruby; and a digestif; High Point Amber. 

Both expressions have been created with Cornish spring water, tea leaves and a selection of natural ingredients from the surrounding Cornish countryside. These botanicals are then infused, fermented and blended to produce drinks that are layered in flavours, deep in aromas and complexity.

High Point Ruby has ‘a wave of zest and spice that rolls onto your palate with long-lasting bittersweet citrus flavours’. High Point Amber is described as a deeply smoky fermented digestif, where ‘the scent of freshly stoked embers rises up with notes of log-fired toffee before its signature mouthfeel is ignited, and smoke and spice start to gently warm the soul’.

High Point Drinks is the brainchild of Eddie Lofthouse, founder of Cornwall craft brewery Harbour. He said: “We are seeing more and more that consumers are looking for choice in what they are drinking within the non alcoholic space and we hope that High Point will be a great new, premium addition. Through its unique fermentation process, High Point offers a drink with a depth and variety of flavours. It is a healthy alternative to alcohol as well as being a sustainably sound drink, made with local, natural ingredients gathered from around our HQ in Cornwall.”

The drinks have a RRP of £19.99 for a 70cl bottle.

James Squire Zero

james squire zero

Australian brewer James Squire is entering the alcohol-free market with the launch of James Squire Zero as an addition to its core range.

Brewed in Sydney, James Squire Zero is ‘an expertly crafted flavoursome alcohol-free brew with a balance of malt and hop notes for a clean, crisp finish’. 

“James Squire is expanding its offering with bold innovation, using really advanced technologies to brew a quality, full-flavoured non-alcoholic beer,”​​ said Anubha Sahasrabuddhe, Lion Marketing Director.

“Our investment in a $6m de-alcoholising plant shouts Lion’s commitment to the category, but also desire to produce the best zero alcohol beer on the market using the best tech in the world. We think we’ve done that.”​​

James Squire Zero is available nationally in liquor stores and supermarkets at RRP $44 per case/$15 per six-pack, as well as in bottles at James Squire brewhouses.

Related topics: Retail & Shopper Insights

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