UK: Carlsberg UK will promote alcohol-free alternatives over Christmas through Holsten Alcohol Free
Carlsberg UK is making a big push for Holsten Alcohol Free in the run-up to Christmas. The brand owner is calling on all licensees to remember drivers and promote responsibility by stocking up on non-alcoholic beers, The Publican posted November 02.
Graeme Mitchell, on-trade controller for Carlsberg UK, said: “It is both responsible and commercially beneficial to promote alcohol-free alternatives during the festive season. The chances are that a driver will bring or meet friends, so catering to their needs is critical.”
According to AC Nielsen statistics leading up to July 2006 Holsten Alcohol Free is the fastest growing non-alcoholic beer both in terms of volume and value.
Since its launch in 2002 the product has gone from strength to strength and is one of only two brands that are continuing to grow in the non-alcoholic beer category, selling an additional 553,000 bottles this year compared to last year.
The brand is also the most recent recipient of the Gold medal in the International Beer Awards for non-alcoholic bottled lagers.
The Holsten brand has been further supported in 2006 by the launch of Holsten Draught in May and by building on an association with darts with both the Holsten Premier League Darts and the Holsten National Pub Darts competitions.
Carol Oldfield, licensee of the Belle Isle working men’s club in Leeds, said: “We have been selling Holsten Draught since June. Our customers really enjoy it and we often hear them say ‘it’s a really good pint’.”
Mr Mitchell added there is real benefit in stocking draught lager over bottled. “Holsten Pils is now the number four premium packaged lager brand in terms of actual bottles sold in the on-trade [according to AC Nielsen],” he said.
“There is a real opportunity for current stockists of Holsten Pils to increase sales through Holsten Pils draught when you consider that rate of sale for a typical premium draught lager brand is five times higher than that of its bottled counterpart.”
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