One of Kiwis’ favourite beer brands is responding to consumers’ changing attitudes towards alcohol.
Off the back of Speight’s Summit Ultra’s soaring popularity, Lion has launched Speight’s Summit Zero lager, the first zero alcohol beer under the Speight’s brand.
“Zero alcohol beer is forecast to hit $25 billion in sales globally by 2024. In New Zealand, the lighter beer category is growing at 2 percent, but as a proportion of total beer sales, New Zealand is still well below global levels. There is huge untapped consumer demand and growth to be seen,” commented Lion NZ Marketing Director, Rachel Ellerm.
Consumers’ relationship with alcohol is changing and they are seeking out lighter options.
“Independent consumer research conducted for Lion points to health and wellness as the single biggest trend influencing consumers’ alcohol choices – how much, what and when they drink,” she continued.
“Eighty-nine percent of people interviewed believe they are responsible for their health; 49 percent say they are trying to live a healthy life and 50 percent are consciously moderating their drinking. Consumers seeking a balanced lifestyle is showing up in the sales data loud and clear. We’re seeing year-on-year growth in the low and no alcohol, low carb and cal, and ‘free from’, such as gluten-free, categories.”
The Speight’s brand is now New Zealand’s number one selling beer by volume.
“Speight’s has hit blockbuster status as New Zealand’s number one selling beer by volume and we’ve seen unprecedented growth in Summit Ultra our low carb beer in the four years since it launched,” concluded Ellerm.
“People love the taste of Speight’s, so a zero-alcohol option was the logical next step. We’re excited to be launching Speight’s Summit 0.0% lager. Lion has been actively growing it’s no and low alcohol beverage portfolio and has a number of lighter or near zero percent options available; this is Lion’s second alcohol free beer. We expect it to be a huge hit with Speight’s fans and consumers looking for a lighter option alike.”
