Carlsberg relies on 0.0

New premium lager on the beer shelf

22-Feb-2022 - Germany

In February, Carlsberg launches Carlsberg 0.0, its first 0.0% premium lager on the German market. The refreshing lager with 0.0% alcohol impresses with its balanced taste and clearly sets itself apart from the competition1 in a blind tasting.


Everything to zero - that's the trend: for example, the "non-alcoholic" beer segment has increased its market share by almost 40% in the last 10 years. Whereby in particular the 0,0% camp segment could grow last with 47,7%2 rapidly. The new Carlsberg 0.0 fits these consumer preferences exactly and scores with its great taste: A balanced premium lager with an intense golden color creates the perfect balance of malt, fruity yeast and hop nuances.

With only 19kcal per 100 ml, the refreshing thirst quencher also stands up to its competitors in this "discipline". The alcohol-free alternative of Carlsberg is thus a perfect match for in between - whether as company to the Snack, with the Lunch with Kolleg:innen, to the Erfrischen after the sport or for cooking with friend:inside.

To promote sales, a high-reach campaign with out-of-home, digital, and social media communication will take place in May/June and August/September 2022. The Carlsberg 0.0 campaign with superstar Mads Mikkelsen will be played out in selected cities in northern and eastern Germany as well as in Berlin and will achieve approx. 135 million gross contacts. At POS, the campaign motifs featuring Mads Mikkelsen will be extended to ensure an attention-grabbing presence during the launch phase.

The launch phase of Carlsberg 0.0 is supported by two sales rounds with sampling, competitions and a new mix display. In order to emphasize the convincing taste, sampling plays a key role: at the POS, a free bottle of Carlsberg 0.0 is added to every crate of Carlsberg Lager purchased during the promotional period. In addition, there will be broad sampling at various touchpoints such as entertainment and New Work.
In sum in such a way over 200,000 trying contacts are aimed at. But also in the catering trade Carlsberg 0.0 wants to win new consumption occasions and generate trying contacts and offers therefore a Lunch Cash back action.

Carlsberg 0.0 is available immediately in the following containers: 0,33l and 0,5l bottle, 6x0,33l Sixpack as well as 20x0,5l crate.

1AgencyWilke, Preference Mapping, Denmark, Nov 2020
2NielsenMarketTrack, LEH+GAM excluding A/L/N, Sales, CAGR MAT Dec 18-21

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

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