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23rd February 2023

Molson Coors unveils news alcohol-free beer with Staropramen 0.0

  • Molson Coors launches Staropramen 0.0 to tap into growing demand for alcohol-free options[1]
  • Staropramen 0.0 will be available in 330ml glass bottles launching this March

Molson Coors has launched, Staropramen 0.0, a new 0.0% ABV lager that taps into the growing demand for both low-and-no-alcohol options and world beers[2].

Staropramen 0.0 will roll out in 330ml bottles and multipack format across selected retailers in March, tapping into the growing demand for alcohol-free options[3] – with 41% of UK adults having drunk low or no-alcohol drinks in the past three months[4].

The launch builds on the brand’s 11.4%[5] value sales growth, after a multi-million-pound investment in 2022. This included the launch of Staropramen’s biggest-ever marketing campaign – “Because Experts never compromise”, which celebrated Staropramen’s Czech heritage and the influence of the people of Prague in crafting its unique flavour.

The expert brewing team at Staropramen has been working for more than two years to perfect a special brewing procedure that can deliver the full flavoured, refreshing, malty taste the brand is known for, while achieving 0.0% alcohol – significantly more difficult to brew than 0.5%.

As a result, Staropramen 0.0 maintains a subtle sweet flavour and soft malty-fruity aroma, which is complemented by its own unique flavour profile and crisp finish.

The launch will be supported by a marketing campaign kicking off in March, including digital advertising, paid social media activity and point-of-sale (POS) materials to create theatre in-store.

Kathryn Reynolds, Marketing Controller – Premium Beers at Molson Coors Beverage Company, said: “The number of alcohol-free occasions is increasing[6] and, while there are more 0.0% options available, we know consumers want zero alcohol lagers to still truly deliver on flavour. The expert Staropramen team have perfected a method to offer just that – a full-flavoured Czech pilsner with zero alcohol.

“Staropramen continues to go from strength to strength, climbing seven places in three years to enter the top 30 brands in GB[7]. We’re confident Staropramen 0.0 will be a popular choice with shoppers and help retailers drive more low-and-no alcohol sales.”

With the launch of Staropramen 0.0, Molson Coors Beverage Company, now offers drinkers even more choice of alcohol-free options in lager alongside Cobra Zero, as well as cider with Rekorderlig Alcohol Free, and ale with Doom Bar Zero.


Notes to Editors

About Molson Coors

For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have four breweries, with our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.

Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK and Ireland includes Aspall Cyder, Atlantic Pale Ale, Cobra, Madri Excepcional, Pravha, Staropramen and Rekorderlig, alongside popular favourites Coors, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar.

Molson Coors Beverage Company is a publicly traded company that is traded on the New York and Canadian Stock Exchange (TAP). The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our ImPrint and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit or on Twitter through @MolsonCoors.

[1] Kantar Alcovision 52 weeks ending 31/3/22

[2] CGA OPM P11 52 weeks ending 05/11/2022

[3] Mintel, UK Attitudes Towards Low- and No-Alcohol Drinks Market Report 2022

[4] Mintel, UK Attitudes Towards Low- and No-Alcohol Drinks Market Report 2022

[5] IRI GB data, 12 weeks to 31/12/22

[6] Mintel, UK Attitudes Towards Low- and No-Alcohol Drinks Market Report 2022

[7] IRI/CGA Total Trade Top 50 GB – Off Trade 31-Dec/On Trade 03-Dec

Press release from Citypress.

Contact Sam Wardell