12 May, 2017

Belgium: AB InBev’s alcohol-free Jupiler 0.0% beer surpasses sales of its predecessor

AB InBev’s alcohol-free beer, Jupiler 0.0%, is a resounding success, surpassing its predecessor’s annual volume by the end of the month, Retail Detail Europe reported on May 12.

“Our Jupiler 0.0% sales in the January – April period are already 2.5 times higher than our Jupiler NA’s sales in the same period of last year,” AB InBev’s spokesperson Korneel Warlop said.

With 75% of sales from stores, the beer easily outperforms other beer brands in that area. Jupiler 0.0% is currently available in about 5,500 catering businesses as well.

AB InBev’s Belgian market share for non-alcoholic beers is up to 83.5%, although it only represents 2.2% of the overall beer market. Germany and Spain do much better in that regard, with 10.4 and 17.7% respectively. The company’s goal is to bring its non-alcoholic (or light alcoholic) drink volume up to 20% of its overall beer volume.

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