Supermarket chain Colruyt launched a new non-alcoholic version of its beer brand on Wednesday. The new offering, 'Cara 0.0', joins the 32 alcohol-free beers available in the supermarket's drinks range.
According to Colruyt, 0% beers are among the most popular non-alcoholic drinks. The group saw its alcohol-free beer sales increase by 20% in 2023 compared to the same period the previous year.
"Last year, one in three Colruyt customers purchased a non-alcoholic alternative drink at some point, compared to one in five the previous year. It is clear that people are increasingly mindful of their alcohol intake," highlighted Colruyt representative Dieter de Brackeleer.
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In the early 2000s, the group attempted to launch a non-alcoholic lager but to no avail, and they ceased production after a few years. "Consumers were not ready back then," explained a Colruyt spokesperson. "We are much more advanced in the development of non-alcoholic beverages today, focusing more on their flavour."
Around a decade ago, supermarket chain executives considered discontinuing the 'Cara' brand in favour of the 'Everyday' range, intending to quicken product identification for budget-conscious customers. However, the idea of binning the brand was met with disapproval by thousands on social media, advocating the preservation of the original brand name.
Acknowledging that they "underestimated the emotional reaction" from the public, Colruyt decided to keep the brand. The product – particularly popular among students – may not be as appealing in an alcohol-free version, but Colruyt is willing to take the risk. "We cannot predict whether students will drink alcohol-free Cara, only time will tell," a spokesperson commented.
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Before this turn to sobriety, Colruyt had taken the opposite direction in spring 2022 when the group presented two strong alcoholic variations of the Cara brand – a blonde (8.5%) and a fruity (7.5%) version.
While sales volumes of low (max. 3.5% alc.) or non-alcoholic beers have steadily increased in recent years, they remain a marginal market segment in the Belgian brewing sector, currently equating to 4.8%.
At a European level, the proportion is the same, according to data published last week by EU statistical office Eurostat. European countries brewed a total of 343 million hectolitres of beer last year, with 18 million containing less than 0.5% alcohol.
