As part of our Global Smart Drinking Goals, which are aimed at reducing the harmful use of alcohol globally by the end of 2025, we committed to foster a culture of smart drinking by positively influencing social norms and empowering consumers through choice.
As the world’s leading brewer, we believe we have a responsibility to provide our consumers with more and better no- and lower-alcohol beers in order to help them make smart drinking decisions. Therefore, we are substantially expanding our product portfolio: no- and lower-alcohol beer products* will represent at least 20% of our global beer volume by end 2025. To achieve this Goal, we invest in growing our existing portfolio of no- and lower-alcohol beers, and we develop and launch 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.
One result of our efforts is Jupiler 0,0%, which was launched last week. Thanks to an innovative brewing process, where the alcohol is taken out after the fermentation process so that the typical beer taste and experience is retained, we are able to provide our consumers with a high quality no-alcohol beer without compromise on taste. As Jupiler is the number one beer brand in Belgium, this shows the scale of our ambition to help more consumers make smart drinking decisions.
Of course, Jupiler 0,0% is only one example of our efforts to expand consumer choice of no- and lower-alcohol beer products and create a culture of smart drinking. We continue to work hard on building our portfolio of no- and lower-alcohol beers as great tasting alternatives and are looking forward to sharing our progress with you. Click here if you want to learn more about our Global Smart Drinking Goals.
*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%.