Danish brewing major Carlsberg Group has introduced what it says is the “first” alcohol-free cider containing no sugar and no calories.
Named Somersby Zero, the product has been launched in the German market.
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Carlsberg Germany CMO Gunnar Fischer said: “With Somersby Zero, we are delighted to launch a product on the German market that is not only unique, but also a real game changer in the modern cider sector.
“We are proud to be the first market within the Carlsberg Group to launch this promising product, ensuring we have the right choice for every taste in our portfolio.”
The company plans to roll out Somersby Zero globally, starting with Germany in 2025, followed by broader expansion into Poland and Sweden in 2026.
Just Drinks has asked Carlsberg why it decided to launch the new product in Germany.
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By GlobalDataThe two SKUs range includes an apple and yuzu and lemon flavour.
With the new product, Carlsberg said the Somersby brand looks to present itself as a “pioneer of a growing wellbeing trend”, catering to the increasing demand for alcohol-free, sugar-free, and calorie-free options that complement “a modern, active lifestyle”.
Somersby Zero’s launch will be supported by “the brand’s most extensive marketing campaign in Germany to date”. Carlsberg said in the statement.
This campaign will feature out-of-home advertising in busy locations, digital activations on platforms such as Snapchat, YouTube, and Instagram, and activations at major festivals and CSDs in Hamburg and Berlin.
As part of its ‘Accelerate Sail’ growth strategy, Carlsberg Group has been looking to bolster its ‘Beyond Beer’ portfolio by boosting investment into “brand building, innovation, footprint expansion and execution”.
The Somersby Zero launch comes as traditional beer sales in Germany continue to decline.
In 2024, beer sales dropped by 1.4% to approximately 8.3bn litres, according to findings from Germany’s Federal Statistical Office.
Meanwhile, non-alcoholic beer production in Germany has doubled from 267 million litres in 2013 to 556 million litres in 2023.
