The large producers follow the growth trend of the sector, which according to a study commissioned by Sindexerv should increase the production of non-alcoholic beer in Brazil by 30%.
The market for non-alcoholic beers or beers with a lower percentage of this substance has grown and has become one of the biggest bets for industry giants such as Ambevresponsible for brands such as Skol and Brahma, and Heineken.
To encourage the consumption of zero beer outside the home, brands in the sector are betting on important events, such as the festival The cityin Sao Paulo, and the Barretos Pawn Festival to make the product popular among Brazilians.
Currently, according to a study by Euromonitor International for the National Union of the Beer Industry (Sindexerv).
In the first edition of The Town, which will end on Sunday 10th, Heineken promoted the non-alcoholic version of its traditional beer for the first time in all the outlets of a festival.
According to the company, all estimated profits of the so-called Heineken 0.0 obtained during the days of the event will be donated to “CrI.Ativos da Favela”, an audiovisual training and artificial intelligence (AI) project for residents of São Paulo’s favelas, created by Central Única das Favelas (CUFA) in collaboration with the Heineken Institute.
Ambev used the traditional Festa do Peão de Barretos, in Sao Paulo, to discuss the moderation agenda and promote its zero beers. According to the brand, the main motivation for investing in this product in recent years is to meet the new needs of consumers, who seek “balance and well-being”.
“We have observed a trend toward more conscious beverage consumption among young adults,” the company said in a statement.
Zero beer as a market trend
According to recent research from Euromonitor International, the commitment of several brands, including those operating in Brazil, to offer labels with lower calories or alcohol-free drinks follows a global trend in the public shift towards drinking without compromising their health.
The trend is also found in the country, with a growing interest among the younger public in zero beers. Since 2019, there has been a 7.2% increase in Brazilians trying to reduce alcohol consumption, especially among people aged 25 to 34, according to Euromonitor.
“Zero beer has existed since the 1970s. What we are experiencing is a new society and a product that now corresponds to the traditional one. Companies want to show consumers, even those who do not drink beer with alcohol, that zero is a possibility of have the same experience with beer, but without the effects of alcohol”, explains the executive president of Sindicerv, Márcio Maciel.
Experts consulted by Estadao highlight that, in addition to encouraging consumption in bars, restaurants and parties, the strategy of several companies has been to associate consumption with sport and physical exercise. Heineken, for example, is one of the main sponsors of Formula 1 and is present with its 0.0 on all the podiums of the latest grand prix.
With this strategy, companies have expanded their portfolio of products of this type and are increasingly investing in zero production in Brazil. Heineken, for example, announced in August that it will invest R$80 million to expand non-alcoholic beer production in São Paulo. According to the company, Brazil has become, in 2021, the market that consumes the most of the zero alcohol version of the brand in the world.
In 2023, Ambev announced a new investment of R$10 million in its Cervejaria Pernambuco, with the aim of expanding the production of non-alcoholic beers under the Brahma and Budweiser brands. It is worth pointing out that in addition to Budweiser Zero, the brand has other products focused on this new audience, such as Corona Cero Sunbrew (the first non-alcoholic beer with vitamin D), Stella Pure Gold (a gluten-free beer containing 17% calories less than the normal version) and Michelob Ultra (with approximately 80% less carbohydrates).
Growth in Brazil
In Brazil, the zero-product production forecast for 2023 is 515 million liters, up 30% from the same volume produced last year, of 390 million liters, according to a study by Euromonitor International for the National Union of the Beer Industry (Sindexerv) sent to Estadao with exclusivity.
Experts also point out that promoting zero beer for producers is also beneficial from a financial point of view as it allows for higher margins. Because they require an additional step in their production – to remove all the alcohol from the product – zero beers fall into the premium category, which cost more and bring more revenue to companies.
Source: Terra
Earl Johnson is a music writer at Gossipify, known for his in-depth analysis and unique perspective on the industry. A graduate of USC with a degree in Music, he brings years of experience and passion to his writing. He covers the latest releases and trends, always on the lookout for the next big thing in music.
