SHARP’S UNVEILS NEW ALCOHOL-FREE BEER WITH DOOM BAR ZERO

• Sharp’s unveils Doom Bar Zero, the UK’s first widely available 0.0% amber ale
• New variant will tap into growing demand for alcohol-free options^[1]
• Doom Bar Zero now available in 500ml bottles in stores

Sharp’s Brewery has launched the UK’s first widely available 0.0% ABV amber ale to complement its flagship beer, Doom Bar (the UK’s number 1 cask and bottle ale^[2]).

Doom Bar Zero is now available in 500ml bottles in Waitrose, Sainsburys, Morrisons and Amazon, and will launch in Tesco and Bookers Wholesale in September, tapping into the growing demand for alcohol-free options^[3].

While there has been a surge in the number of low-and-no-alcohol beers on the market, a number of the options currently available contain 0.5% ABV. The expert brewing team at Sharp’s have been working for more than two years to develop a pioneering brewing method which ensures that Doom Bar Zero retains a similar flavour profile and stays true to the style of the successful Doom Bar brand while achieving 0.0% alcohol – significantly more difficult to brew than 0.5%.

As a result, Doom Bar Zero maintains a sweet roasted malt flavour and subtle green hop aroma that has become Doom Bar’s trademark, while also offering its own unique flavour profile with hints of succulent dried fruit and a subtle bitterness.

James Nicholls, Marketing Controller at Sharp’s, said: “We feel that Doom Bar Zero redefines the quality standard of the category, and are proud that as a truly alcohol-free option, Doom Bar Zero can fit your lifestyle, when it suits you.

“Doom Bar at 4% is probably the most successful amber ale of recent times, growing from our first brew on a small kit in 1996 to achieving the UK’s no.1 cask ale position in under 20 years. We are excited to now be expanding the range and bringing more choice to consumers with Doom Bar Zero.”

With the launch of Doom Bar Zero, Molson Coors Beverage Company, which owns Sharp’s, now offers drinkers alcohol-free options in lager (Cobra Zero and Bavaria 0.0%), Cider (Rekorderlig Alcohol Free) and ale.

ENDS

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 six 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 & Ireland includes Pravha, Staropramen, Blue Moon, Offshore, Franciscan Well Chieftain IPA and Archway Lager, Rekorderlig, Aspall Cyder and Pip & Wild, alongside popular favourites Coors Light, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar. Bodega Bay is Molson Coors’ first move into the hard seltzer category, and has 1 unit of alcohol per can.

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 Beer Print and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit molsoncoors.com or on Twitter through @MolsonCoors

About Sharp’s Brewery Ltd:

Sharp’s Brewery is a modern brewer, based in Rock, Cornwall, which has grown rapidly since its foundation in 1994, doubling staff number in the last 9 years from 70 to 140. The largest brewer of cask beer in the South West, Sharp’s flagship beer, Doom Bar, is probably the most successful cask beer of its generation and is currently the UK’s no.1 cask beer brand.

A testament to the quality of each drop of beer, Sharp’s has a tally of over 100 international brewing awards, which in 2019 included The Grocer’s Drinks Brand of the Year (Doom Bar), five medals at the Drinks Business Awards, five medals at the International Beer Challenge, two medals at the World Beer Challenge and five titles at the esteemed World Beer Awards 2019, all against some very stiff competition. In addition to these accolades, Sharp’s also won five medals at the 2018 International Beer Challenge, two at the World Beer Awards 2018, five at the 2017 International Beer Challenge, including GOLD for Wolf Rock, five medals at the World Beer Awards 2017, five medals at the 2017 Beer Awards, the ‘People’s Favourite Cask Ale’ at Inapub’s People Choice Awards 2017, and Best Drink for Doom Bar in the food Reader Awards 2017.

Sharp’s Brewery is a proud supporter of grassroots rugby in Cornwall and sponsors a number of local clubs. In 2019, Sharp’s turned the tables on the music industry through ‘Keynvor’, a partnership with Mercury Music Prize nominee Nick Mulvey to produce the first playable vinyl made from recycled ocean plastic found on the Cornish coast. Proceeds from sales of the exclusive ‘Ocean Vinyl’ including digital streams continue to go to Surfers Against Sewage to help protect British coastlines from pollution, including plastic waste.

Website: www.sharpsbrewery.co.uk

Facebook page: @sharpsbreweryuk

Twitter: @SharpsBrewery

Instagram: @sharpsbrewery

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For more information, contact thomas.milner@citypress.co.uk

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