Great Northern Brewing Co launched Great Northern Zero nationwide today after its popular trial in Queensland and the Northern Territory earlier this year.
Lauren Fildes, Head of Contemporary Brands at Carlton United Breweries (CUB) said the release will service the booming demand among Australians for alcohol-free beer options.
“At Great Northern, we believe Australia’s thirst for drinking in moderation should be celebrated so by working with our innovative local team of brewers, we have created a full tasting non-alcoholic beer that will now be readily available nationally,” Fildes said.
“Zero alcohol beer has grown by 87 per cent throughout 2020 and is continuing to grow, with that part of the market expected to be worth $135 million by 2025.”
She said the Great Northern Zero will continue to target the brand’s main demographic, and has already drawn large market share during its testing months: “Fans of Great Northern are an outdoorsy lot who want the freedom to 4WD, boat, fish, kayak or hike and still enjoy a cold Great Northern with their mates. They will now have a non-alcoholic option to give them more options to moderate their drinking.
“We have tested Great Northern Zero in Queensland and the Northern Territory over the past few months and the taste and brew has received overwhelming approval in the Great North. Within four months of launching, it became the number one non-alcoholic beer there and now beer lovers all over Australia will be able to enjoy it too.”
Fildes added that the non-alcoholic beer also targets the ‘better for you’ movement: “Consumers have become more conscious of what they consume, particularly during the COVID-19 pandemic. Men and women are both seeking non-alcoholic beer with the strongest demand coming from those aged 25 to 45.”
Great Northern Zero comes in cans and bottles, six-packs or cartons of 24, and is available in supermarkets, venues and bottle shops.