If Carlsberg did alcohol-free lager…

CARLSBERG UK has launched a new 0% ABV beer amid what the brewer described as a “boom” in the alcohol-free beer category.

Carlsberg Available to the on and off-trades in a 275ml bottle format, Carlsberg 0.0% ABV is said to retain the “sharp and naturally-satisfying taste” of Carlsberg lager, without the alcohol.

It joins San Miguel 0.0% and San Miguel 0.0% Limon in Carlsberg UK’s alcohol-free portfolio.

David Scott, director of brands and insight at Carlsberg UK, said the alcohol-free beer category represents a “huge opportunity” for publicans.

“Insight shows us that drinkers are increasingly looking to find alternatives for when alcohol may not be a suitable option but still want the satisfaction of a great-tasting beer, and we’re confident that Carlsberg 0.0% delivers on these key factors,” he said.

The launch of Carlsberg 0.0% comes as the beer brand is back on screens in the latest instalment of the ‘if Carlsberg did …’ campaign.

The new ad, titled ‘if Carlsberg did haircuts’, shows a man and his dog being shown in to a “surreal” back room in a barber shop, where the man is handed a pint of Carlsberg; the room features singers on stage and a ‘reverse’ clipper, which adds hair to men’s heads. Initially running on digital and social media, the new ad will move to ITV1, Channel 4 and Sky and run until the end of September.