Grolsch is returning to the UK with a brand-new beer, a 4% Premium Pilsner, that boasts less alcohol by volume than before. The lower-alcohol pilsner promises to appeal to those who are looking to moderate their alcohol intake and it's being introduced with a tagline that expresses that the product is "double brewed, for double the flavor." The campaign for the 4% Premium Pilsner shows it being poured into a bespoke glass and paired with branded accessories.
Young drinkers, in particular, are driving the demand for no- and low-alcohol beer products to cut down—or totally eliminate—their consumption of alcohol. These products appeal to not only those who choose not to drink but also the average consumer who is looking for a familiar option with less alcohol than before.
Image Credit: Grolsch