AB InBevs Prohibition Brew was first launched in Canada last year

AB InBev's Prohibition Brew was first launched in Canada last year

Anheuser-Busch InBev is to launch its non-alcoholic Budweiser, Prohibition Brew, in the UK.

The beer, which initially rolled out in Canada, will be available in major UK retailers later this year, A-B InBev said today. It will join Beck's Blue in the company's UK non-alcoholic beer portfolio as A-B InBev increasingly targets trends for low and no-alcohol beer.

The brewer has pledged that by 2025, 20% of all its beer volumes produced globally will be low-to-no alcohol. 

Jason Warner, president of A-B InBev North Europe, said: "The no-alcohol beer category has been waiting for a major player to come in with something new and innovative."

A-B InBev is not the only global brewer to launch a non-alcoholic beer under its flagship brand. Earlier this year, Heineken released Heineken 0.0 on the back of increasing demand for non-alcoholic options.

Figures released by Nielsen in August showed that Britons consumed a record 18.2m litres of low and no-alcohol beer in the past year. Sales in the last 12 months across the segment are up by 20% in value and 17% in volume.

Prohibition Brew launched in Canada in May last year, with A-B InBev positioning it as a response to growing global demand for beverages such as bottled water and coconut water. The UK will be the variant's third market after Canada and Ukraine, an A-B InBev spokesperson told just-drinks.

Non-alcoholic growth is about seeking, not avoiding – Consumer Trends

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