Erdinger to launch an isotonic beer into UK on-trade

The beer is a non-alcoholic wheat beer, containing natural sugars and dextrins for short and long-term energy release. It is also low in calories and has the “ perfect balance” of minerals and B vitamins, the brewer says.

In Germany Erdingner Non-Alcoholic is the best selling non-alcoholic beer with 20% market share, and is the headline sponsor of 350 sports events including triathlons, running and cycling events.

The beer has been stocked in UK supermarkets including Tesco for some time but the privately-owned German brewery is planning a move into the UK on-trade ahead of a big push for the brand early next year.

“Erdinger Non-Alcoholic’s emphasis on great taste and sports recovery widens the appeal of non-alcoholic beers far beyond designated drivers,” said European sales manager Michael Shauerte. “It will introduce new consumers to the category and provide growth and excitement in the market.”

The beer will be aimed at the “between the podium and the pub” moment, after sports when you want to celebrate in the bar or clubhouse but when drinking several pints of alcoholic beer would be a bad idea.

“It will be based on the model we use in Germany,” Shauerte said. “Sponsorship of endurance events, lots of grassroots support and sampling.”