Grolsch is returning to the UK with a brand-new beer, a 4% Premium Pilsner, that boasts less alcohol by volume than before. The lower-alcohol pilsner promises to appeal to those who are looking to moderate their alcohol intake and it's being introduced with a tagline that expresses that the product is "double brewed, for double the flavor." The campaign for the 4% Premium Pilsner shows it being poured into a bespoke glass and paired with branded accessories.
Young drinkers, in particular, are driving the demand for no- and low-alcohol beer products to cut down—or totally eliminate—their consumption of alcohol. These products appeal to not only those who choose not to drink but also the average consumer who is looking for a familiar option with less alcohol than before.
Lower-Alcohol Pilsners
Grolsch's New 4% Premium Pilsner Has a Lower ABV
Trend Themes
1. Low-alcohol Beer - There is a growing trend for low-alcohol beer as consumers, particularly young people, seek to moderate their alcohol consumption.
2. Health-conscious Beverages - The demand for lower-alcohol options reflects a larger trend towards health-conscious beverages.
3. Innovative Alcohol Reduction Techniques - The development of double brewing techniques presents an opportunity for breweries to create lower-alcohol beers without sacrificing flavor.
Industry Implications
1. Breweries - Breweries can capitalize on the demand for low-alcohol beers by expanding their product offerings and developing innovative brewing techniques.
2. Beverage Retail - The rise in popularity of low-alcohol beers creates opportunities for beverage retailers to expand their offerings and cater to health-conscious consumers.
3. Marketing and Branding - Companies specializing in marketing and branding can help breweries promote their low-alcohol beers and target the growing market of health-conscious consumers.