Astra now also available without alcohol
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Here comes the new hit of the neighbourhood: the first Astra without alcohol - non-alcoholic and with a lot of power. With Astra Granate Energy 0.0%, the cult brand from St. Pauli is shaking up the non-alcoholic market! Long unimaginable - but now true: Astra brings a unique non-alcoholic beer mix with added kick to the tongues - 50% non-alcoholic beer 0.0% and 50% refreshing drink with pomegranate flavour plus guarana, taurine and caffeine. The result: awesome taste for extra tours without any revolutions at all.
Astra provokes without alcohol
The segment of non-alcoholic beers has grown steadily over the past 10 years, recording a gain of almost 40% in market share from 2011 to 2021 (3.8% to 5.3%). The 0.0% beer mixes in particular have grown by a whopping 33.3% in volume over the past year, making them the driver of the non-alcoholic beer category.
Young adults in particular are also looking for fun without revolutions: "We wouldn't be Astra if we brought out any "alcohol-free": For us, it's always a bit louder, more colourful, more exciting and more over the top. There's no place for a classic non-alcoholic beer," says Svenja Wohlers, Senior Brand Manager Astra.
Alcohol-free? Nothing against it! Because we are as colourful as St. Pauli and the neighbourhood. We're loud and hearty and open to new things - there's no such thing as boredom with us.
"We've been carrying the idea for Granate Energy 0.0% around the Kiez for some time now - it was always clear to us that we had to come up with a non-alcoholic product that the market hadn't seen before," says Gunnar Fischer, Managing Director Marketing at Carlsberg Germany.
A great idea, this mix!
Non-conformist is more fun - with this motto, Astra, as the underdog in the market, has been in the fast lane for a long time and is now taking the great alcohol freedom to fill the tubers and cans with a new fine brew. The success of their non-conformism proves the makers right: while the beer market is shrinking (-2.2%), the Astra range is growing by a fat 9.4% - Astra Rakete and Kiezmische are already delivering on-top sales and have almost doubled the total Astra volume since 2014. The new tubers and cans also promise to be hot items, even outside Kiez & St. Pauli.
Kick for a grenade summer
The non-alcoholic beer mix will be in gastro and retail from February/March and will of course also get grenade-strong support on all channels. We can already look forward to the absolutely awesome 360-degree campaign with around 550 million contacts in northern and western Germany. Right on time for Fathers' Day, large sampling campaigns will start, accompanied by typical Astrat POS activation. This will be followed in late summer by another round of sales with a cool Astra cooler bag as a free gift.
