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Welcome to our blog!

New Brussels Bubbles

, By: Paola de La Baume, Public Affairs Manager Europe
New Brussels Bubbles

With our Global Smart Drinking Goals, which were launched a year ago, we deepened our commitment to reduce the harmful use of alcohol. The Goals reflect our vision to foster a culture of smart drinking globally to reduce the harmful use of alcohol. We commit to changing behavior by positively influencing social norms and empowering consumers through choice. At AB InBev, and as the leading global brewer, we believe that offering our consumers a wider choice of products with different alcohol strengths is key to helping them make smart drinking decisions.

To achieve this objective we have committed, as part of our Global Smart Drinking Goals, that by the end of 2025 at least one in five beers that we brew will contain either little alcohol or no alcohol at all. By investing in growing our existing portfolio of no- and lower-alcohol beers, we are developing and launching new high quality, great tasting no- and lower-alcohol beers, establishing them as desirable alternatives for consumers through marketing and education efforts. As a result of this effort, we expect to see a reduction in the average alcohol by volume (ABV) across our beer portfolio.

That’s why we work hard to extend the availability of no- and lower alcohol beer*. With more and better options, enjoyment and moderation can always go hand in hand. Even when not drinking alcohol at all, whether by choice or by necessity, we want a beer to be available that is right for the occasion.

Our New Brussels Bubbles bring the Global Smart Drinking Goals to life by introducing our no- and lower-alcohol beers to Europe. This week, we brought the New Brussels Bubbles to the POLITICO28 gala dinner to share our Hoegaarden Radlers 0,0% and newly launched Jupiler 0,0%. In addition, we served a no-alcohol beer mocktail (a mixture of no-alcohol beer and fruit juices). Having a wide range of no- and lower-alcohol beer alternatives, shows the scale of our ambition to provide consumers with more choice. Follow the New Brussels Bubbles and stay up to date about our new launches and programs to foster a smart drinking culture.

* We define no-alcohol beers as having an ABV between 0.0% and 0.5% and lower-alcohol beers as having an ABV between 0.51% and 3.5%.

 

We introduced our New Brussels Bubbles at the POLITICO28 gala dinner, including Hoegaarden Radler 0,0%. Jupiler 0,0% and a no-alcohol beer mocktail.