AB InBev building 0.0% tech in UK, sees opportunity in “adult refreshment”

Anheuser-Busch InBev is building new de-alcoholisation technology in the UK as the world’s largest brewer eyes the growth of the non-alcoholic market.

Speaking to Just Drinks at the company’s headquarters in the Belgian town of Leuven, Jason Warner, the CEO of AB InBev’s Europe arm, said: “We have the de-alcoholisation plan here, we have one in Germany and we’re building one into the UK right now. We’re getting the necessary scale that we’re going to need.”

AB InBev declined to provide further details on the UK facility at the time of writing.

Warner did not comment on how much the Jupiler brewer had invested in its alcohol-free range to date, but said: “It’s a significant investment that we’re making to try to help lead and grow this space.”

In 2023, the Leffe maker announced plans to invest €31m ($33.2m) into alcohol-free brewing technology at its breweries in Leuven, Sint-Pieters-Leeuw and Hoegaarden.

“Adult refreshment”

Speaking to reporters, Warner said the brewing giant saw “a unique opportunity” in building its 0.0% portfolio in the area of “adult refreshment”.

AB InBev intends to build its presence in “adult refreshment” with its flagship 0.0% brand Corona Cero.

Commenting on the product, Warner said: “People are looking for simple, natural ingredients… and you get all of that benefit of the refreshment and the taste without the alcohol.

“This is a brand that’s really starting to get to scale. It’s growing fast and, since we’ve introduced this brand into non-alcohol, we are the fastest-growing lager brand in Europe”.

The group has plans to expand Corona Cero launched in 11 markets in 2022 to new regions and AB InBev will “have 23 markets selling Corona Zero” by the end of 2024, including a new entry into Italy.

Earlier this year, the company struck a deal for Corona Cero to be the global beer sponsor of the Olympic Games through to 2028.

Brand extensions

The majority of AB InBev’s portfolio is made up of 0.0% extensions of its alcoholic beer brands, such as Budweiser, Franziskaner, Stella Artois, Hoegaarden and Corona, among others.

AB InBev has increased the number of no-and-low alcohol beer products in its portfolio by 60% and volumes by more than 23% since 2019.

Just Drinks