‘Just getting started’: How Carlsberg Hong Kong is leading Asia’s alcohol-free market
Carlsberg Hong Kong managing director Nathaniel Moxom explains the rationale behind the beer giant’s no and low and alcohol beverage expansion. Rebecca Lo reports.
Carlsberg Hong Kong is diving into the sea of moderation with its no and low alcohol range of beers alongside its Beyond Beer series of beverages. Buoyed by the double digit growth of Carlsberg 0.0 since its Hong Kong launch in January 2025, the Copenhagen-headquartered brewery is extending its product range for those opting out of drinking.
“We always want to make sure that we stay innovative,” said Nathaniel Moxom, Carlsberg’s managing director for Hong Kong and Taiwan. “While Carlsberg 0.0 is well distributed, we want to broaden our flavour base. It gives us more opportunities to excite consumers.” Diverse NoLo portfolio
The full spectrum of low and no alcohol beers available now through Carlsberg Hong Kong includes Erdinger Alkoholfrei, Poretti Zero, Tetley’s Original Bitter, Jolly Shandy Lemon and Carlsberg 0.0. Following Carlsberg Hong Kong’s distribution agreement with Young Master Brewery announced in September 2025, the Hong Kong-based craft beer brand’s Young Master Zero and Young Master Another One joined the collection.
Beyond Beer enhances Carlsberg Hong Kong’s low and no alcohol beer selection with ready-to-drink beverages and mixers for different experiences. Beyond Beer includes The London Essence Company’s Indian tonic water, soda water and ginger ale, along with Young Master’s Higher Than 0% Salted Lime Soda. Higher Than is the brand’s contemporary range of ready-to-drink highballs, with 0% Salted Lime Soda inspired by Hong Kong’s iconic salted lime soda boosted with electrolytes to facilitate hydration.
“We plan to continue evolving our offerings, particularly with the many sports clubs we partner with throughout Hong Kong,” stated Moxom. He added that Carlsberg’s range of beverages can be enjoyed at Hong Kong Cricket Club, Hong Kong Football Club, Hong Kong Golf Club, and other leading sports venues. In February 2025, Carlsberg Hong Kong became the official beer partner with 266 taps ready for pours at Kai Tak Sports Park ahead of the venue’s 1 March opening.
Leisure occasions for moderation
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“Sports and entertainment are the two areas that our products complement naturally,” said Moxom. “Some customers fancy different types of drinks, depending on the time of day, after a workout, or if they plan to drive.”
Moxom noted that while no and low alcohol offerings in Asia lags behind the US, Europe and Australia, he is keen to change perception. “Awareness here is in the nascent stage,” he stated.
Through Carlsberg Hong Kong’s partnership with supermarket operators including DFI Retail Group and City Super Group, it leverages cross-brand promotions. The brand is also focusing on e-commerce platforms including HKTV Mall and Food Panda to get the word out about its alcoholic-free products to online consumers.
Moxom acknowledged that conscious drinking is spearheaded by younger trendsetters. “The feedback to our no and low alcohol portfolio has been positive,” he said. “Moderation trends will continue to grow from strength to strength. Our competition has not yet embraced no or low alcohol. I am optimistic as we keep building momentum.”
Moxom is further optimistic about the future of Carlsberg Hong Kong as it evolves its offerings to be more inclusive and welcoming. While historically the choice has typically been soft drinks or beer, he believes that broadening the base allows Carlsberg Hong Kong to be as innovative as possible.
“We are excited to see that there is more space allocated to low and non alcoholic beverages on both menus of restaurants and in fridges of retailers,” added Moxom. “It’s a growing category, and we are just getting started.”
