Sarah Phelan, Paris Office, Bord Bia – Irish Food Board
France, a country so synonymous with its wine drinking culture, has finally started to develop a sophisticated palate for artisanal and innovative beers. The rapid rise in the number of specialist beer cavistes (shops) in France is testament to the fact that premium beer is here to stay.
Younger consumers (18-24year olds) often considered as being binge beer drinkers, are now not only seeking a premium product, they are seeking a product which is affordable and innovative, especially around sweeter flavours, leading to the development of flavoured beers and radlers as well as soft drink-style non-alcoholic beers. Euromonitor International reports that people worldwide are drinking less alcohol for the first time in 15 years with health as a key driver (Euromonitor: Alcoholic Drinks Global Industry Overview July 2017). France is no exception with younger consumers now seeking better-for-you options and adhering to the stricter drink driving laws imposed in recent years.
The key players have jumped on board, with numerous sweet-flavoured, colourful non-alcoholic beer launches, which has seen the non/low alcohol beer segment post the strongest total volume growth of 19% in 2016. Tourtel Twist (Brasseries Kronenbourg) which tastes like a real flavoured lager, has innovated in sweeter flavours such as Blood Orange, Grapefruit, Raspberry and Peach, while Heineken has released Panachade, a similar alcohol-free variant of its famous Panach' brand, aimed at young and urban female consumers, pregnant women and sportsmen. AB-InBev has released a ‘better-for-you’ product, with its Hoegaarden extension, Pomegranate Flavoured Wheat Beer Infused with Green Tea and there has even been an ethno-religious offering via the launch of the halal beer Moussy from Carlsberg. Before the introduction of flavoured products as a way to boost sales in the category, non/low alcohol beer was not considered fashionable at all.
One advantage for beer producers launching non-alcoholic beers is the right to advertise on billboards and TV. Tourtel Twist have taken particular advantage of this, producing effective TV adverts and also capitalising on the ban on alcohol in French football stadiums during the Euro 2016 competition.
In 2016 according to Mintel, 29% of 18-24 year-old beer drinkers bought non-alcohol beers compared to 19% of all drinkers. The growth in the non-alcoholic beer sector, especially amongst younger consumers, is partly a result of starting from a low base, however, the growth is projected to continue at a steady rate as the health & wellness trend is here to stay.
For more information, please contact sarah.phelan1@ucdconnect.ie
