Asda has today reported that its low alcohol beers sales have grown by 33% in the last year, outperforming the market by 14%*


Asda has responded to growing customer demand for good quality, lighter style beers and ciders that deliver on flavour but without the high alcohol content by adding several new lines to its low and no alcohol range, including Beck’s Premier Light and Guinness low alcohol beers and Kopparberg’s Pear and Mixed Fruit no alcohol ciders. With these new additions, Asda now has a total of eleven low and no alcohol beers and ciders in its range**.


The retailer identified the low-alcohol beer and cider market as an important and increasingly popular emerging category due to increased alcohol awareness amongst shoppers and a growing appetite for greater choice in thebeer and cider aisle, providing customers with a comprehensive range of options for every occasion.     


An educational leaflet has been produced, designed to inspire customers to explore the low and no alcohol category and to encourage trialwith a £1.00 money off coupon for Bavaria 0.0% lager.  The leaflet, available in 100 stores nationwide for a two day period, highlights a selection of beers and ciders in the range giving ingredient details, tasting notes, food matching recommendations, alcohol levels, calories and price.  The leaflet will be supported by a two day, in-store sampling campaign which will allow customers to try the no alcohol beers and ciders and learn more about the products.


James Yelland, Asda’s beer and cider buyer, said: “At Asda we are dedicated to driving the market forward and helping our shoppers drink responsibly, making low-alcohol beers and ciders an important category for us. With several new additions to the range and a two day in-store sampling campaign, we are proud to offer a wide range of options to meet all our shoppers’ needs. Whether they’re looking for a lower calorie alternative, a drink they can enjoy mid-week or a non-alcoholic option for drivers, there’s something for everyone and we will continue to lead the way in expanding our low-alcohol range in line with growing customer demand.”

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