Feldschlösschen Beverages Ltd. has become the first Carlsberg company to produce a non-alcoholic Carlsberg beer. Carlsberg Non-Alcoholic is now available in Switzerland with immediate effect and will also be on sale at the European Championships in Portugal this summer.
The popular international premium brand Carlsberg now comes in a non-alcoholic version. Thanks to the unique production method – alcohol evaporation by vacuum distillation and subsequent flavour recovery – and thanks to the typical Carlsberg yeast, the new product has all the fine taste of Carlsberg. In developing the new non-alcoholic Carlsberg beer Feldschlösschen Beverages Ltd. also had the forthcoming European Championships in mind, as Carlsberg is an official sponsor of both EURO 2004 in Portugal and EURO 2008 in Switzerland and Austria. "Carlsberg's football strategy means there is considerable interest in a non-alcoholic Carlsberg beer,“ explains Massimo Di Dia, Senior Brand Manager at Feldschlösschen Beverages Ltd. For as many people know, European football's governing body UEFA prohibits stadium sales of alcoholic beer at international matches. This is why the Swiss-produced Carlsberg Non-Alcoholic will also be on sale inside the EURO host stadia in Portugal this summer. The launch of the new Carlsberg beer is being accompanied by a major advertising campaign in Switzerland, with the first television commercials going out on 15 March. In recent years Carlsberg has established itself as a sponsor in international football. Now Carlsberg is to be positioned as "the football beer" in Switzerland, too. In an initial step, the beer on sale and the (perimeter) advertising at the football grounds in Basle and Geneva was therefore changed from Feldschlösschen to Carlsberg in mid-February – when the Swiss league restarted after its winter break. The stadium currently under construction in Berne will also sell Carlsberg from 2005. Carlsberg Non-Alcoholic was developed by Feldschlösschen Beverages Ltd. because Carlsberg's global centre of expertise for non-alcoholic beers is located at its Rheinfelden headquarters. Only very few breweries have as much experience in the production of non alcoholic beers as Feldschlösschen Beverages Ltd. Switzerland's leading beverage company has had various non-alcoholic beers in its product range for many years, including Feldschlösschen-Schlossgold, Löwenbräu alkoholfrei, Cardinal sans alcool and the export product Moussy.