AB InBev to expand non-alcoholic beer portfolio with Beck's Blue Lemon

01-Feb-2016 - Last updated on 01-Feb-2016 at 15:42 GMT

AB InBev UK has plans to add Beck's Blue Lemon to its on-trade portfolio of non-alcoholic beer as the brewer seeks to fulfil its Global Smart Drinking Goals that 20% of its global beer volumes are low-to-no alcohol by 2020.

Beck's Blue Lemon is brewed using the same methods as traditional Beck's and produces "a full-bodied and refreshing flavour with a splash of natural lemon" without the alcohol.

As the Publican’s Morning Advertiser reported in December, new research released by AB InBev found the low and non-alcoholic beer category was witnessing 5% growth in the on-trade with almost a third of Brits (32%) having tried it.

The category is growing in popularity particularly among millennials, with more than a fifth (21%) of those aged 18 to 34 likely to choose alcohol-free beer from January.

AB InBev senior brand manager Aina Fuller said: "Launching Beck's Blue Lemon is about encouraging consumers to make smart drinking choices by providing further choice.

"The Beck's brand is all about its German heritage and being progressive – so we are motivating our consumers to twist it up and drink Beck's Blue Lemon as an alternative when they are looking to stay sharp and moderate their drinking.

"Lots of consumers don't realise that Beck's Blue and Beck's Blue Lemon are beers in every sense of the word – just alcohol free. They still use the same four key ingredients – barley, hops, yeast and water, and go through the traditional brewing process.

"The only difference is that they undergo a special and gentle de-alcolisation process to remove the alcohol from the beer but maintain the great taste and flavour."

Beck's Blue Lemon will be released in the on-trade in due course, according to AB InBev.