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Home | News | Marketing | Coopers scores with no-alcohol

Coopers scores with no-alcohol

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Coopers HQ: trend to continue as brand is rolled out

Sales of Holsten 0.0% increase 20% during 2014

Sales in Australia's alcohol-free beer sector have surged over the last 12 months, according to Coopers, the country's largest family-owned brewer.

Coopers reports that sales of its international premium brand Holsten 0.0% have increased by 20% in 2014. The brewer attributes the rise to consumers’ increasing awareness of health and lifestyle choices.

It adds that the trend is set to continue as the brand becomes more widely available through national liquor outlets. Holsten 0.0%, which was launched in Australia in 2012, is brewed by Carlsberg Deutschland in accordance with the German Purity Law.

Scott Harris, Coopers' marketing manager for brewing products, said, "Having zero alcohol means that it can be consumed in situations where people either cannot or do not wish to drink full strength beer.”

Harris noted that reduced calorie counts and major liquor retailers' placement of the product in the beer section rather than with the non-alcoholic drinks had contributed to the sales increase.

He added that the rise in Australian alcohol-free beer sales mirrored the trend in Europe, where they account for 13% of total beer sales. "While Australia certainly isn't there yet, we believe these products will become increasingly popular as they become more readily available."

Global consumption of non-alcoholic beers has increased by more than 80% between 2008 and 2013 to 2.2 billion litres, according to The Economist.


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