Carlsberg Marston’s Brewing Company (CMBC) is launching alcohol-free Carlsberg 0.0.

Available in a 4x330ml bottle format, Carlsberg 0.0 is launching this week in more than 300 Tesco stores, ahead of a wider rollout planned for later this year.

The supplier said it has “ambitious plans” for the beer’s wider distribution.

It contains 63 calories per bottle and tested well among current UK alcohol-free buyers. According to the supplier, 64% expressed intent to purchase the new variety.

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The launch comes as alcohol-free lagers have grown 6% in off-trade value sales in the last 12 weeks, compared to the same period last year, according to Nielsen figures.

Sam Johnson, head of marketing – Carlsberg, Core Lager & Cider at CMBC, said: “Carlsberg 0.0 is everything you’d expect from a well-balanced pilsner, just crafted to contain zero alcohol. The alcohol-free category has seen great growth in the UK in recent years, as consumers seek to moderate their alcohol consumption across a wider range of occasions. The launch gives consumers a new choice for 2023 that is uncompromising on quality, taste and enjoyment.”

The supplier will support the launch with a nationwide outdoor and social media advertising campaign.

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