Germany's Radeberger launches non-alcoholic beer in India

12 February 2008

New Delhi: Radeberger Gruppe, one of Germany's leading brewers, has in association with Dalmia Continental introduced non-alcoholic beer 'Clausthaler', to add fizz for teetotallers, underage individuals and pregnant women's lives in a market otherwise devoid of options other than sweetened carbonated waters.

Founded in 1870, Radeberger Gruppe is the brewing arm of the diversified Oetker Group, and owns the Krusovice Brewery in the Czech Republic. In Germany, Radeberger controls a majority stake in Brau und Brunnen, and together the two make up the largest brewer in Germany. Radeberger Gruppe's products include beers such as Clausthaler (nonalcoholic), Radeberger Pilsner, Binding Lager, DAB, Berliner Kindl, Schöfferhofer Weizen, Ur-Krostitzer, and the mineral water brand Selters.

The company has chosen supermarket sales as its path for growing this niche category, and will invest around Rs11 crore for branding and promotion. ''Clausthaler's non-alcoholic beer is perfect for people who do not drink for religious or medical reasons. The ingenious concept makes the brand taste exactly like beer,'' said Hans-Joachim Schliebs, president of the international division of Radeberger Gruppe, which is a €1.3-billion company.

He said that the non-alcoholic beverage has half the amount of calories as compared with regular beer, adding that the product is also an excellent isotonic drink.

Dalmia Continental chairman, V N Dalmia, said non-alcoholic beer is the fastest growing beer segment globally, registering double-digit beer sales.

Dalmia Continental is planning for below-the-line activities to promote the brand, including samplings, and outdoor media advertisements. The company is reportedly looking at sales of around Rs6.5 crore in the first year of operation, and is optimistic about securing a 64 per cent market share.