San Miguel goes alcohol-free

Carlsberg UK is adding alcohol free beer to its San Miguel range with two new products, San Miguel 0.0% and San Miguel 0.0% Limon.

The additions to the San Miguel range are available to the off trade initially. San Miguel 0.0% launches February in Tesco and Asda as well as smaller convenience retailers.

This will be followed by San Miguel 0.0% Limon launching in Asda and convenience stores in March.

San Miguel 0.0% is the first Spanish lager with 0.0% alcohol. Available in a 330ml bottle, it is said to “maintain all the flavour, freshness and quality of alcoholic beer.

“Malty notes of barley provide a subtle roasted flavour, with balanced bitterness to deliver great beer refreshment,” according to the brewer.

San Miguel 0.0% Limon, available in a 330ml slim-line can, is an alcohol-free lager with real lemon juice, containing “subtle malt and hop notes with the great lemon aroma and taste, for an easy drinking experience,” said Carlsberg UK.

David Scott, director of brand and insight at Carlsberg UK said that there are several factors that influenced the introduction of the alcohol-free beers.

“As a leading beer and beverage company in the UK, we constantly monitor consumer demand and respond to current trends with innovations in our portfolio,” he said. “The insight is showing there is consumer desire for great-tasting 0.0% beers, providing that same refreshing lager taste, for occasions when alcohol may not be a suitable choice.

“Research suggests that alcohol free beers will play an important role in attracting different demographics into the beer category in the future. Therefore our customers can expect further innovation in the alcohol free market from Carlsberg UK during 2015.”

The RRP for the San Miguel 0.0% is £3.49 (4 x 330ml) and £3.49 (4x 330ml slim-line can) for the San Miguel 0.0% Limon.