It’s the big summer and the main vacation time. It is mistakenly believed that warm summer time tends to pass with alcohol for many Estonians. However, the popularity of non-alcoholic products has grown year by year, not only in summer, but in general – both the number of non-alcoholic products and the demand of consumers have increased.
The Estonian non-alcoholic drinks market has changed beyond recognition in recent years – both the selection of products and consumer demand have grown significantly, and the selection of non-alcoholic products alone has increased more than three times in the last seven years, said a member of the board of Saku Òlletehas Jaan Härms.
He pointed out that, for example, in 2017, the selection of Saku Brewery had seven non-alcoholic products, six of which were beers and one cider, but by this summer the number of products has more than tripled to 23 – 16 beers, 5 ciders and 2 long drink.
“Saku Brewery’s drinks are known and known to everyone. At the same time, we also perceive our responsibility to be an advocate for responsible consumption, and year after year we have significantly increased the range of non-alcoholic drinks in order to offer consumers an ever wider selection of tasty and familiar drinks also in non-alcoholic versions,” said Jaan Härms.
In general, one tends to think that for Estonians summer and holidays tend to pass with alcohol, but the popularity of alcohol-free products has grown year by year.
This summer, the most popular non-alcoholic drinks from Saku Brewery’s portfolio have been Rock Zero non-alcoholic beer, Saku On Ice non-alcoholic flavored beers and non-alcoholic Saku Originalaal.
“We see that Estonians generally prefer a non-alcoholic lager-type beer with a summer barbecue party. Which is also understandable, because it is an easy-to-drink light beer that goes well with many foods,” said Härms. “During the summer months, i.e. the traditional peak season, the share of non-alcoholic drinks in total sales in the Estonian market can reach up to 7-8 percent by volume.”
Compared to 2017, the sale of non-alcoholic beer of Saku Älletehas has increased three times, the sale of non-alcoholic products as a whole (beer, cider, long drink) has grown nearly four times.
Among the non-alcoholic ciders, Somersby’s pear-flavored non-alcoholic cider has been the most popular longdrinkide the most preferred choice Garage Hard Lemon non-alcoholic.
By 2030, the goal of Saku Brewery and the entire Carlsberg Group is to offer consumers an even wider range of responsible beverages. “Alcohol abuse – including underage drinking, drunken driving or excessive drinking – is a global health concern. That’s why we’re working with other companies in our sector globally to address these issues. Our advice to consumers is always – enjoy our drinks responsibly. The Saku Brewery’s product range includes a large number of alcohol-free products from which you can choose. You are a beer lover, you prefer cider or you love a good long drink – we have an alcohol-free alternative for all these drinks,” said Härms.
One of the central goals of the environmental, social impact and governance or ESG strategy of Saku Brewery’s parent company, Carlsberg Group, is zero irresponsible alcohol consumption, which is intended to give a clear signal to consumers about moderation and responsibility, including an ever-expanding selection of non-alcoholic beverages as well as clear and responsible marketing activities.
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Source: www.aripaev.ee
