Molson Coors introduces Staropramen 0.0

Molson Coors is set to launch Staropramen 0.0, a new alcohol-free lager that has taken the brewing team more than two years to perfect.

Speaking to the drinks business, Kathryn Reynolds, marketing controller – premium beers at Molson Coors Beverage Company, said: “The expert Staropramen team has perfected their method of brewing a zero alcohol lager that truly delivers on flavour. The result – Staropramen 0.0 – a full-flavoured Czech pilsner with zero alcohol.”

Staropramen 0.0 will roll out in 330ml bottles and multipacks across selected retailers in March and joins Molson Coors’ line-up of alcohol-free brand variants, including: Cobra Zero, Rekorderlig Alcohol Free and Doom Bar Zero.

Reynolds told db: As the number of alcohol-free occasions continues to increase, we’re confident Staropramen 0.0 will be a popular choice with shoppers and boost low-and-no alcohol sales in retail. This will help the brand continue its upward trajectory, which has already seen it climb seven places in three years to enter the top 30 lager brands in Great Britain.”

Molson Coors outlined how achieving 0.0% alcohol is “significantly more difficult to brew than 0.5%” but stated that Staropramen 0.0 maintains a “subtle sweet flavour and soft malty-fruity aroma”.

The beer launch will be supported by a marketing campaign kicking off in March, including digital advertising, paid social media activity and point-of-sale materials to create theatre in-store.