Holsten launches first non-alcoholic beer

Amid talk of responsible drinking, Holsten UK is doing its bit by launching its first non-alcoholic beer (NAB).

Brewed in Hamburg, Germany, and with an ABV of 0.0 per cent, Holsten Non-alcoholic is entering a NAB market in decline.

The non-alcohol and low alcohol market is worth £21.5m and the new beer will be vying for a share alongside market leader Kaliber and fellow German brand, Clausthaler.

Simon Treanor, director of on-trade sales at Holsten UK, said: "Existing non-alcoholic beer brands have been in the market for years and are now experiencing image problems associated with a lack of genuine beer credentials."

Meanwhile, Holsten Pils has announced a welcome move into non-returnable bottle (NRB) packs (pictured)​. The phased switch will be backed up by a 20 per cent extra free offer for selected customers within the independent freetrade.

For licensees, the NRB provides a number of advantages: it abolishes returns and removes lost deposits.

Eighteen per cent of all Holsten Pils bottles are not returned resulting in a loss of deposit. It also means staff need not put up with mundane bottle sorting tasks and it also frees up storage space.