Dutch retailer Albert Heijn has announced that it will make more space on its shelves for alcohol-free and low-alcohol beers.
It will debut almost 70 new beers, with 30 lower- and no-alcohol options, which, it says, is a strongly growing segment. Its full stock of beers now numbers more than 380 varieties.
Its own-brand label, Brouwers beer, now includes a 0.0% and a 2.5% lager, along with two new specialty brews, an IPA and a Weizen.
Spectrum Of Beers
The company said that more than 60 local brewers contribute more than 250 varieties to its shelves.
It has also implemented a more intuitive way to organise its beer: on the left will be the lower- and no-alcohol brands, continuing along the spectrum to lagers, beers with 'fresh and fruity' flavours, 'powerful' blonde varieties, and, finally, the 'rich and dark' brews.
The beers will be accompanied by shelf cards that describe their taste profiles and pair them with appropriate meals.
The group noted that the zero-alcohol beer is ‘delivering ahead of expectations’, while its Heineken Light lighter alcohol variant grew by single-digit figures in 2017.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up to ESM: European Supermarket Magazine.