The South African Breweries (SAB) and AB InBev Africa are giving consumers more choice and a smarter drinking option with the introduction of the first alcohol free beer to be brewed in South Africa. Castle Free, an extension of Castle Lager, offers consumers a real beer taste without the alcohol.
The launch of Castle Free, a no-alcohol beer, is in line with SAB and AB InBev’s Public Interest Commitments made to the South African government during the business combination process at the end of 2016 to introduce initiatives that reduce alcohol harm in South Africa. Amongst others, SAB and AB InBev are to deliver on this commitment by introducing and promoting new no- and lower-alcohol products to the South African market with the aim of encouraging consumers to make lower-alcohol choices, including through brewing these products in South Africa.
This commitment is driven by SAB and AB InBev’s Smart Drinking Goals aimed at fostering a culture of smart drinking amongst consumers and reducing the harm caused by the misuse of alcohol.
At a global level, AB InBev is committed to a set of Smart Drinking Goals which include ensuring that no- and lower-alcohol beers represent at least 20 per cent of the organisation’s global beer volume by 2025.
Smart Drinking falls within a key pillar, A Healthier World, of SAB and AB InBev’s business strategy of creating a Better World in which everyone has the opportunity to improve their lives with a particular focus on bringing positive change to local communities. A Healthier World strives to create a world where every experience with beer is a positive one, for lives well lived.
‘At SAB we believe that smart drinking choices affect everyone, every day and want every experience with beer to be a positive one. We are fostering a culture of smart drinking globally to reduce the harmful use of alcohol.
‘To ensure a long-term and sustainable reduction in harmful drinking, we believe that consumer behaviours need to shift. SAB and AB InBev have a key role to play in contributing to this change,’ says Ricardo Tadeu, zone president, SAB and AB InBev Africa.
Castle Free is South Africa’s first homegrown 0.0 per cent alcohol beer and brewed with the same local ingredients as the ‘mother brand’, Castle Lager and with the same high standards. It stays true to Castle Lager’s inherent real beer credentials – a well-balanced lager without sweetness, balanced with bitterness and astringency to make it a thirst quenching beer.
The brand is a beer without the alcohol and is targeted at men and women who are existing beer drinkers and who want more freedom and choice while enjoying beer without the alcohol. Castle Free is not for sale to under 18s.
‘As a non-alcohol beer, Castle Free provides consumers with the freedom of choice while still enjoying the taste of beer. They can enjoy all the sociability of beer but without the alcohol. Castle Free is about ensuring the consumers feel a sense of belonging and acceptance even when consuming an alcohol-free beer,’ says Vaughn Croeser, brand director, Castle Lager.