Despite having no alcohol, sugar or calories, Equator claims to offer the quality, taste and appeal of a premium beer. It is aimed
at health and image-conscious consumers.
Available in 330ml bottles embossed with a map of the world and carrying a RRP of £2.50, Equator hopes to create a point of difference and add impetus to the £32.8m no-alcohol and low-alcohol beer category.
Mark Hopper, the head of innovation and development at Beverage Brands, said the category was buoyant and ripe for development.
He said that 15 million UK adults have consumed no-alcohol or low-alcohol beers in the past year and on-trade sales have increased by 3.7%, with just four brands accounting for 87% of sales.
“Equator offers a clear brand proposition and this, together with the premium taste and packaging, gives Equator a point of difference,” Hopper said.
Consumers have become more health-conscious in the past two decades and want healthy alternatives to alcohol, he added.
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