Carlsberg has released an advertisement promoting its alcohol-free beer Carlsberg 0.0 featuring Danish actor Mads Mikkelsen.
It is the first global promotion of Carlsberg 0.0 and comes on the back of huge growth in the popularity of alcohol-free beer during a turbulent 2020, with Carlsberg Group’s alcohol-free portfolio growing 29% between July and September of 2020.
The advertisement features Mikkelsen engaging in a range of activities such as playing tennis and observing modern art to demonstrate that an alcohol-free beer can make great moments better.
Julian Marsili, global brand director for Carlsberg, said that the group believes there is "more to beer than its alcohol content", and is eager to portray that fact in the advertisement.
The year 2021 is set to be an interesting one for the alcohol-free beer market, with a variety of producers beginning to launch competing products.
The advertisement, created and produced by Grey Europe, will initially broadcast in Ireland and Denmark. It will be launched in other markets later this year.
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.