“Estonians increasingly prefer non-alcoholic beverage; like beer, cider or long drink over the summer,” said Jaan Härms, a member of Saku Õlletehas’s board. In contrast to popular belief, Estonians prefer non-alcoholic beverage options during hot summer months. This trend reflects their growing fondness for alcohol-free products which have seen great demand and variety increase in recent times.
Non-Alcoholic Beverage Market on the Rise
The market for non-alcoholic beverages in Estonia has changed drastically. “Saku Brewery offered seven non-alcoholic products in 2017. By this summer, that number has more than tripled to 23,” explained Härms. Of those, there were 16 beers, five ciders and two long drinks. This growth corresponds with Saku Brewery’s commitment to promoting responsible drinking by providing an extensive range of delicious alcohol-free beverages.
Favourite Non-Alcoholic Choices
Amongst Saku Brewery’s best-selling non-alcoholic drinks this year are Rock Zero non-alcoholic beer, flavoured beers Saku On Ice and the non-alcoholic Originalaal from Saku Brewery. “For a barbecue party during a summer day Estonians generally like lager type non-alcoholics,” noted Härms. During peak summertime months such as July and August non alcoholic drinks can account for up to 7-8% of total sales volume on Estonian market.
Sales Have Doubled Compare To Two Years Ago
Sales for Saku Brewer’s no booze beer have tripled since last year when it was first introduced while overall sales volume for all soft drink categories including beer, cider and long drinks has quadrupled according to numbers revealed by the company today Significantly larger volumes sold were pear flavored Somersby among other types of ciders together with Garage Hard Lemon which came out top as most preferred choice among long drinks.
Future Goals and Responsible Drinking
Saku Brewery and Carlsberg Group plan to offer an even wider range of responsible drinking options by 2030. Härms stressed that people should drink responsibly taking into account global health concerns related to alcohol abuse such as underage consumption or drunk driving accidents happening worldwide. “Our product line includes many alcohol free choices for beer enthusiasts, cider lovers and those who enjoy a nice long drink,” said Härms.
The Carlsberg Group’s ESG strategy includes zero irresponsible alcohol consumption target which can be achieved through selling more non-alcoholic beverages alongside responsible marketing campaigns thus sending out message moderation and responsibility towards consumers.
