Suffolk Brewery, St Peter’s, has just launched Without® Gold on draught in a bid to capitalise on the huge growth and opportunity for alcohol-free beer sales ahead of Dry January.
UK consumption of no and low alcohol beer is growing ahead of all other beer categories and with Dry January just around the corner, St Peter’s is hoping to encourage more pubs and bars to serve its alcohol-free beer brand, Without® on tap.
“We believe 0.0% alcohol beer on tap is the next big thing for pubs and bars,” says John Hadingham, MD at St Peter’s Brewery. “We all know bar taps are at a premium so it is probably a little too soon to see no alcohol beers appearing on huge numbers of bars just now, but, given the rapid growth, I suspect it will not be long, especially as international brands continue to enter the category,” says John Hadingham, MD at St Peter’s Brewery. “We’ve just launched Without® Gold on draught in Old Spot Pub Company and it has performed very well indeed.”
John feels that with more staff training, alcohol-free beer could become very popular in pubs and bars up and down the country. “I think it’s essential that consumers have the same experience when ordering a no or low alcohol ale, as they would when buying an alcoholic one – not everyone wants to buy beer in a bottle,” continues John. “Not only that, but for rural pubs wanting to retain those punters that are driving, alcohol-free beer on draught is the perfect option.”
Without® Gold is available in 30-litre stainless steel kegs and is part of the new range of kegs offered by the brewery, which includes English lager and a new wheat beer.
“Giving landlords the opportunity to serve our alcohol-free beers in kegs makes perfect sense, particularly as we want to boost our on-trade sales. We’ve also joined Cask Marque to ensure we can help train staff to serve our beer in perfect condition so the customer always gets to enjoy the best possible pint of St Peter’s,” adds John.
For more information on St Peter’s Brewery visit www.stpetersbrewery.co.uk
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