Sharp’s Brewery has launched an alcohol-free variant to complement its flagship beer, Doom Bar.
The Molson Coors-owned company aims to tap into growing demand for alcohol-free options with Doom Bar Zero, which is billed as the UK’s first widely available 0.0% ABV amber ale.
Sharp’s said its brewing team has been working for more than two years to develop a pioneering brewing method which ensures that Doom Bar Zero retains a similar flavour profile and stays true to the style of the successful Doom Bar brand while achieving 0.0% alcohol.
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.
“Doom Bar at 4% is probably the most successful amber ale of recent times, growing from our first brew on a small kit in 1996 to achieving the UK’s no.1 cask ale position in under 20 years. We are excited to now be expanding the range and bringing more choice to consumers with Doom Bar Zero.”
Doom Bar Zero is now available in 500ml bottles in Waitrose, Sainsburys, Morrisons and Amazon, and will launch in Tesco and Bookers Wholesale in September.
The launch also sees Molson Coors Beverage Company offering alcohol-free options in lager (Cobra Zero and Bavaria 0.0%), Cider (Rekorderlig Alcohol Free) and ale.
