The brew reflects the company’s commitment to brewing perfection while adapting to modern trends and listening to customer demand, it said.
Damm added it had pioneered a technique to ensure all alcohol is removed, which involves vacuum distillation after the yeast is added to cause natural fermentation while a natural process restores the aromatic components often lost in traditional methods of making non-alcoholic beer.
From now, Estrella Damm 0.0% will be available on draught in selected on-trade venues including Youngs pubs in London, following the growing demand for non-alcoholic options in the UK
It is currently available in 4x440ml can packs in Sainsbury’s with plans to roll out further in the off-trade.
Predicted sales rise
The light Mediterranean style of the 0.0% variant comes from the use of rice in the brewing process, which contributes to the brew’s taste.
The launch comes as the British Beer & Pub Association (BBPA) predicted summer sales of low & no beer are set to soar by 20% this summer.
According to research, June and July will see the equivalent of 33m pints of low & no beer sold in the on-trade.
On the new brew launch, Damm UK managing director Luke White said: “After a really successful trial period on draught with our partners at Youngs, we are really excited to release Estrella Damm 0.0% in the UK market.
“For more than 20 years, we have been experts in brewing non-alcoholic beers in Spain to the same high standards as our other Damm beers.”
Consumer choice
He added: “We have been able to lean on these technological and quality specialists to bring the taste of the Mediterranean to the UK at 0.0% to give consumers more choice, including draught!”
Last March, White spoke to The Morning Advertiser about his career in the sector in the Big Interview, outlining the highlights, low points everything in between.
Furthermore, the beer boss revealed his feelings about the fiscal impact made by the Government on the industry.
He said hospitality had been “overlooked and penalised” and October’s Budget impact was “definitely a concern”.
