Following the success of its low-alcohol Pilsner – the German brewery giant will roll out the non-alcohol tipple immediately in 50cl bottles – joining the brands already illustrious selection of premium beers.
Looking to tap into the ever-growing market for quality-tasting low and non-alcoholic beers, the wheat beer will be targeted at the on and off-trade ahead of the summer.
Krombacher UK & Italy sales and marketing director Stephan Kofler says the beer is representative of the demand for lower and non-alcohol beers.
“Not only have campaigns like Dry January shown there is a real demand for low and no-alcohol beers, but its made people realise that there are now some fantastic tasting options available of varying styles,” said Kofler.
“Whether it’s down the local pub or at a major supermarket, you’re now seeing plenty of choice and I believe our Weizen will prove a welcome addition to the arena.”
In Germany, non-alcoholic wheat beer is often drunk by marathon runners and triathletes for its perceived powers of recovery.
In fact, research from the Department of Preventative and Rehabilitative Sports Medicine of the Technische Universitaet Muenchen highlighted that the consumption of non-alcoholic wheat beer has a positive effect on athletes’ health.
“Brewed the same way as our full-strength Weizen but using our special de-alcoholisation process to retain maximum flavour, I think it will quickly become a favourite, especially among runners and cyclists gearing up for an active summer,” Kofler concluded.