Morrison’s Stocks Up on Alcohol-free Beer

October 6, 2017, 12:35 pm
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Morrison’s Supermarkets is the latest in a string of retailers to give more shelf space to alcohol-free beer as it reveals plans to sell St Peter’s Without Gold in over 300 stores from October.

Sales of alcohol free beer have risen by nearly 50% in the last five years as increasing numbers of people become more mindful of their drinking habits, cutting down on their units or stopping drinking alcohol completely.

Now, in response to growing demand, Morrisons will sell St Peter’s Without Gold in over 300 stores nationwide, providing its customers with even greater choice.

Without Gold is the second zero-alcohol craft beer produced by Suffolk brewery, St Peter’s, and this new listing with Morrison’s will allow the brewery to target an even greater number of ale and lager drinkers who seek a bona fide alcohol-free alternative. “We are delighted to have secured this national deal to sell Without Gold through Morrisons,” explains Steve Magnall, CEO at St Peter’s Brewery. “Without Gold has such a broad appeal and really is a delicious alternative to lager and ale.”

St Peter’s Brewery, which launched its first alcohol-free beer, Without Original, in August 2016, has seen sales of its alcohol-free beers soar in the last year. “Our alcohol-free beer sales already make up 10% of our overall sales and demand is growing every day,” continues Steve. “The alcohol-free beer category is growing more competitive every day, but we know our beers are the best available. We are dedicated to producing the highest quality alcohol-free beer to appeal to discerning ale drinkers and we have plenty more ideas for other launches into this sector of the drinks market.”

Launched in July, St Peter’s Without Gold is a full-bodied golden ale with a slightly sweet malt flavour combined with a citrus bitterness. Without® Gold is made in exactly the same way as a traditional beer, just without the alcohol, and promises a full-bodied pint, with a good head and delicious taste.

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