News

Anheuser-Busch InBev to launch non-alcoholic Budweiser

Most popular

Interview - Pernod Ricard CFO Helene de Tissot

Interview - Pernod CFO Helene de Tissot - Pt II

The just-drinks Analyst returns

just-drinks speaks to Pernod CEO Alex Ricard

Pernod breaks boundaries with Chinese distillery

MORE

Anheuser-Busch InBev is to unveil a non-alcoholic Budweiser tomorrow in Canada.

AB InBev CEO Carlos Brito has praised the no- and low-alcohol beer category

AB InBev CEO Carlos Brito has praised the no- and low-alcohol beer category

Prohibition Brew, which has been featured in the Canadian media, is set to launch on Wednesday. A spokesperson for AB InBev's Canadian unit, Labatt's declined to give specific details of the new beer, but told just-drinks more information would be revealed tomorrow.

According to a Canadian Press report, Prohibition Brew will be non-alcoholic beer under the Budweiser brand. AB InBev reportedly wants non- and low-alcohol beer to make up 20% of its global beer volume by 2025. 

CAD6m (US$4.6m) has been invested in equipment to make Prohibition Brew, the report said.

Brewers are increasingly turning to no- and low-alcohol offerings as consumer trends move away from higher-abv beer. AB InBev CEO Carlos Brito last month hinted at developments within the company's no-alcohol beer portfolio when he said that the category was one of the fastest growing in the drinks world.

He also said that no- and low-alcohol beverages, if positioned correctly, can offer attractive margins because the excise tax is far lower than for alcoholic beers. He said producers can charge more for alcohol-free beers "depending on how you position the product".

Rival international brewers have already used their core brands to launch non-alcoholic beers. Last year, Carlsberg rolled out 0.0% under its namesake brand. Heineken expanded the European launch of its 0.0% MAXX last year, while it also produces a range of alcohol-free radlers under its Amstel, Dos Equis and Tiger brands.

But challenges remain for no-alcohol beer. In March, Heineken's head brewer told just-drinks that making a good alcohol-free beer is the "ultimate challenge" for beer companies. Willem van Waesberghe said taste issues have so far stopped brewers from finding a high-quality 0% abv beer.


Related Content

European non-alcoholic beer sales neared EUR900m in 2017 - Brewers of Europe

European non-alcoholic beer sales neared EUR900m in 2017 - Brewers of Europe...

Brewers build India soft drinks networks to push non-alcoholic beer sales - United Breweries

Brewers build India soft drinks networks to push non-alcoholic beer sales - United Breweries...

Non-alcoholic beer falls at draught hurdle

Non-alcoholic beer falls at draught hurdle...

Heineken gives Blade system launch to Heineken 0.0 in UK

Heineken gives Blade system launch to Heineken 0.0 in UK...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?