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Rugby pros launch 0% lager ahead of Dry January

Sale Sharks rugby player Will Cliff and former players Tom Holmes and Jesse Coulson have added an alcohol-free lager to their Bach 95 beer brand ahead of Dry January next month.

Image of the three Bach 95 founders on grain bags: Rugby pros launch 0% lager ahead of Dry January

Bach 0, a vegan, gluten-free and reduced-calorie lager, was developed as a means of entering into the booming no and low alcohol category.

Consumption of no and low alcohol drinks is set to increase by a third by 2026, and has now surpassed US$11 billion in value, new research has found. No and low alcohol beer, cider, wine, spirits and ready-to-drink (RTD) products grew by more than 7% in volume across 10 key global markets in 2022, according to a new study published by IWSR Drinks Market Analysis.

And more and more on-trade venues are tapping into the trend. More than 80% of bars plan to capitalise on a healthy drinking trend among consumers by increasing their range of no and low alcohol drinks in 2023, new research shows.

Nearly nine in ten (88%) bars now offer no or low alcohol drinks, according to the ‘Leading the Way in No/Low Spirits’ report, produced by hospitality research firm CGA by NielsenIQ and non-alcoholic spirits brand Crossip.

The survey found that two thirds (67%) of bar professionals have increased their no and low alcohol offering in the past 12 months, and even more (82%) plan do so over the next 12 months.

Ahead of Dry January 2023, Cliff, Holmes and Coulson are launching Bach 0 to expand the range to be more inclusive.

Cans of Bach 0 alcohol-free lager: rugby pros launch 0% lager ahead of Dry January

As the brand heads into 2023, Bach 95 also has growth plans for both the Bach 95 and Bach 0 products, currently courting a number of distributors, nationwide supermarket listings and wholesalers.

Bach 95 co-founder Will Cliff said of the new brew: “Bach 0 has been something we’ve wanted to create from the start. The whole ethos of the Bach 95 brand is to create products that all can enjoy, and by creating a non-alcoholic offering, that is something we can really honour. We didn’t want to create a product that didn’t have the same care and attention that we put into Bach 95 and so we’ve really worked hard on this to deliver a premium taste with a 0.0ABV and are really proud of the result.”

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