AB InBev has launched Beck’s Blue Lemon – an alcohol-free beer brewed to give consumers the same taste of Beck’s Blue, but with an added twist of lemon.
The launch follows the announcement of AB InBev’s Global Smart Drinking Goals, with the brewer committing to ensure that at least 20% of its global beer volumes are low-to-no alcohol by 2020.
In the Off-Trade, low-to-no alcohol beer sales are growing at 11.1%. Becks Blue is the market leader, contributing to 65% of the sector and growing ahead of the category at 15.4% – delivering 86.5% of the total category’s growth.
Aina Fuller, Senior Brand Manager at AB InBev, commented: “Launching Beck’s Blue Lemon is about encouraging consumers to make smart drinking choices by providing further choice. The Beck’s brand is all about its German heritage and being progressive – so we are motivating our consumers to twist it up, drinking Beck’s Blue Lemon as an alternative when they are looking to stay sharp and moderate their drinking.
Research conducted by AB InBev in December revealed the growing popularity of low and no alcohol beer among the British public, with nearly a third of Brits (32%) having tried it and one in ten women (10%) enjoying it on a weekly basis. The category is also growing in popularity among millennials, with over a fifth (21%) of those aged 18 to 34 likely to choose alcohol-free beer from January.
Beck’s Blue Lemon will be rolled out across the wholesale and convenience channels in the coming months.
