Molson Coors Beverage Co’s Sharp’s Doom Bar Zero – Product Launch | Beverage Industry News

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Molson Coors Beverage Co’s Sharp’s Doom Bar Zero

Molson Coors Beverage Co’s Sharp’s Doom Bar Zero

Category – Non-alcoholic beer

Available – From this month

Location – The UK, available in the off-premise channel

Price – SRP of GBP1.50 (US$2) per 50cl bottle 

Molson Coors Beverage Co’s Cornish brewery, Sharp’s, has launched a non-alcoholic version of its flagship Doom Bar ale.

Doom Bar Zero has rolled out recently to supermarkets across the UK. The 0.0%-abv ale is available in 50cl bottles, with listings in Waitrose, Tesco and Sainsbury’s.

Sharp’s said it has preferred to release a 0.0%-abv Doom Bar instead of a 0.5%-abv one, adding that it is “significantly more difficult” to brew a completely non-alcoholic ale.

James Nicholls, marketing controller at Sharp’s, said: “We feel that Doom Bar Zero redefines the quality standard of the category and are proud that as a truly alcohol-free option, Doom Bar Zero can fit your lifestyle, when it suits you.”

Molson Coors brews a number of non-alcoholic beers in the UK, including Cobra Zero and Bavaria 0.0%.

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