LABs and NABs

The market for LABs and NABs (low and non-alcoholic beverages) received a stimulus in July when German brewer Holsten entered the fray. The move comes in spite of a drop in on-trade sales of LABs and NABs to £21.5m. However, Holsten points out that "brands with strong beer credentials are increasing their share, while older brands with less credibility are showing the greatest declines". The brewer claims Holsten Non-alcoholic outperformed Beck NA in all attributes during taste tests. It has an abv of 0.0% and is described as "a full-flavoured beer with flavour characteristics that include pronounced honey, toffee sweetness, fresh lemon, citrus hop, clean bitterness and a pithy finish". Non-alcoholic is said to have an ageless and classless appeal among both males and females, as well as being isotonic and low in calories. Holsten's new brew will have to pit itself against Clausthaler, which has an abv of 0.5% and is brewed in accordance with Germany's beer purity law to give an authentic Pilsner taste that does not have "that de-alcoholised aftertaste". Clausthaler's marketing director Peter Karsten comments: "Consumers are searching for mature and sophisticated alternatives across the NAB/LAB market. In the UK, 74% of volume within the NAB/LAB category is accounted for by lager. Consumers are no longer choosing only traditional soft drinks or juice and enjoy the idea and taste of a good quality low-alcohol or alcohol-free alternative. Karsten expects Christmas 2003 to be the best ever.