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Energy
Carlsberg Britvic is poised to shake up the alcohol-free beer market with the launch of 1664 Bière 0.0%, a new variant that perfectly captures the rich, balanced taste of the original 1664 but without the alcohol. This exciting development follows a successful on-trade launch at the beginning of 2025, with nearly 500 outlets already embracing the beer on draught.
As consumers increasingly seek out low and no-alcohol beverages, Carlsberg Britvic's expansion into this sector is strategic and timely. The alcohol-free category is currently the fastest-growing segment in the beer industry, with a compound annual growth rate (CAGR) of 14.6%[1][2].
Taste Profile: 1664 Bière 0.0% is designed to deliver a flavor profile that is remarkably similar to its alcoholic counterpart, ensuring that fans of the brand can enjoy the same quality without compromise[1][2].
Availability: This new beer will be available in sleek 6x330ml cans, making it convenient for both casual drinkers and those looking for a sophisticated alcohol-free option. Major retailers such as ASDA, Tesco, and Waitrose will stock 1664 Bière 0.0% starting from April 2025[3][4].
Marketing Campaign: Carlsberg Britvic is backing the launch with a multimillion-pound campaign that will span TV, out-of-home, social media, and digital display. This campaign aims to capitalize on the busy summer period when consumers are more inclined to seek refreshing drinks for outdoor gatherings[1][4].
Consumer Reception: Pre-launch consumer research has shown that 1664 Bière 0.0% performs strongly in terms of taste, rivaling the UK's leading alcohol-free beer brands[1][5].
The trend towards moderation in alcohol consumption is on the rise, with 42.8% of UK drinkers, or approximately 21.2 million people, reporting a decrease in their alcohol intake over the past year. This marks an increase of 2.2 million drinkers since 2016[1][5]. The growth in the alcohol-free category is particularly significant among Gen Z and millennials, who are more likely to explore low and no-alcohol options as part of their health and wellness routines[1][3].
In addition to the off-trade launch, Carlsberg Britvic will further enhance the on-trade experience by introducing a standalone branded fount for both 1664 Bière and 1664 Bière 0.0%. This move aims to visually differentiate the brand in bars and restaurants, ensuring that customers can easily identify and enjoy both versions of the beer[4][5].
With 1664 Bière 0.0%, Carlsberg Britvic is positioning itself to compete directly with market leaders in the alcohol-free sector. The brand's confidence in the quality and taste of this new product reflects its ambition to drive the 1664 brand to new heights in the UK market[1][2].
The launch of 1664 Bière 0.0% also underscores Carlsberg Britvic's commitment to innovation and meeting changing consumer preferences. As more consumers focus on sustainable and healthier lifestyle choices, the company is well-placed to capitalize on these trends with a robust portfolio of low and no-alcohol beverages[1][3].
The introduction of 1664 Bière 0.0% marks an exciting chapter in Carlsberg Britvic's journey into the low and no-alcohol market. With its strong brand heritage and consumer-pleasing taste profile, this product is poised to make a significant impact in the UK's rapidly evolving beer landscape.
As the alcohol-free market continues to grow, Carlsberg Britvic is well-positioned to benefit from this trend with the expansion of its 1664 brand into the low and no-alcohol sector.
