Beer for non-drinkers? In Singapore, the trend for low and non-alcoholic beers is growing
Cypher beats cracking open an water ice-common cold one on a sweltering day (or dark), fabricated even better when enjoyed in good company.
And for those who don't potable and often feel left out at such beer-swigging gatherings, low and non-alcoholic (LNA) beers might just be the social lubricant to assist them join the crowd.
The latest option is Heineken 0.0 – and Singapore is the first state in Asia to raise a drinking glass to the alcohol-gratuitous lager.
In fact, teetotalers may be seeing a lot of this latest improver as Asia Pacific Breweries Singapore, the operating company of Heineken, is investing 20 per cent of its marketing budget to convince non-drinkers to take a drink.
Something is brewing but is the foray into LNA beer acquired by a drib in Singaporean drinkers?
"Nosotros don't come across the alcohol market going down at all and this is not the reason for launching Heineken 0.0," said Andy Hewson, Managing Director of Asia Pacific Breweries Singapore.
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The reason is just that many people don't actually beverage beer, and those who do drink more than than beer.
"In Singapore, a large portion of the market doesn't consume alcohol. Among beer drinkers, an estimated 73 per cent also potable non-alcoholic beverages, and then in that location is a significant overlap betwixt both categories," said Hewson.
In fact, he expected the LNA category to be larger than the cider category, which is already a well-established 1 in Singapore, in the long run.
Elsewhere, LNA beer consumption appears to exist increasing, too. The sale of no-alcohol beers went up by 58 per cent in August 2018, compared to a year ago, according to Kantar Worldpanel, which has insights into consumer panels around the world.
Non-alcoholic beers now account for 2 per cent of Europe'southward beer production, with sales ascension to over S$1.four billion in 2017, noted The Drinks Business concern website.
In Singapore, a large portion of the market doesn't consume booze. Amid beer drinkers, an estimated 73 per cent also drink non-alcoholic beverages.
"According to a research written report by Global Market Insights, the global non-alcoholic beer market is projected to surpass US$25 billion (S$34 billion) by 2024, driven by increasingly stringent drinking laws and a pool of consumers who are more than health-witting than ever earlier," said Hewson.
But lest you think that Singaporeans only started drinking LNA beers recently, think again.
In as early every bit 2013, the alcohol-gratuitous Asahi Dry Null was already bachelor on the shelves of 7-11 outlets. That aforementioned year, Tiger Radler, a depression-alcohol beer (two per cent alcohol), was launched.
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On online supermarkets these days, non-alcoholic brews ranging from Bavaria's Paulaner Hefe Weissbier Non-Alcoholic to Nippon's Suntory All-Free, Spain'southward Estrella Galicia 0.0, and Germany's Veltins Pilsener and Krombacher Pils Non-Alcoholic are just a click abroad. Outside the mainstream labels, some craft breweries are as well hop-ing onto the low and not-alcohol bandwagon.
Technically, LNA beers aren't completely without alcohol. Under Singapore'southward law, beverages that have less than 0.five per cent alcohol past mass or volume tin exist considered not-alcoholic.
For example, Heineken 0.0 contains 0.03 per cent alcohol – low enough to qualify for the no-alcohol characterization just it may not pass muster if you're staying away from booze for health or religious reasons. In fact, Heineken markets the 0.0 at drinkers above the legal drinking age.
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WHY Get ALCOHOL FREE?
For a while now, LNA beers were considered a waste matter of time by beer lovers. They didn't gustation as robust every bit the real bargain. Worse, they tended to have a cloying sweetness because the alcohol that lends dryness and buzz to the beer is removed.
As beer drinker Kelvin Koh commented, non-alcoholic beers are "fizz killers". "I'd rather take soda h2o," said the 34-year-old engineer, who enjoys weekly drinking sessions with friends.
Those sentiments towards LNA brews may change with the new beers. Heineken 0.0, for case, is depression in sugar and does not accept additives like sugar added in the brewing process, said Hewson.
It also helps that Singaporeans' drinking habits are irresolute – and not just in terms of booze consumption.
"People are becoming increasingly wellness-conscious; they are besides leading busier lives which may not give them plenty time to relax and unwind," said Hewson.
Translation: Y'all don't accept the time to recover from a hangover the next day.
There are other reasons for cutting downward on one's alcoholic intake. A beer belly is 1. And the more than booze your glass contains, the college the calorie count – about 158 calories for a 330ml can of regular beer, co-ordinate to the Healthhub website.
In contrast, LNA beers such equally Heineken 0.0 has about 69 calories. Paulaner Thomas Brau Non-Alcoholic Brew has 96 calories in each 12-ounce (or 355ml) canteen, while Kirin Free has just a touch at 37 calories per 11.
But will these healthier brews go down well with beer lovers and non-drinkers? You'll have to crack open a can to find out yourself.
Source: https://cnalifestyle.channelnewsasia.com/dining/low-non-alcoholic-beer-singapore-non-drinker-235046
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