Birell is changing the Czech market for non-alcoholic radlers- introduced caffeine-containing drinks

Prague, 26. 2. 2023
Birell comes with a new permanent line of Active, in which variants of non-alcoholic radlers with caffeine content will appear on the Czech market for the first time, while further developing the supply of beverages with reduced sugar content. With the launch of an innovative permanent line-up, Birell aims to build on last year’s extremely successful limited edition.
The Birell brand, as the founder of the non-alcoholic flavored beer steadily consolidates its position as a market leader in recent years. In the past year, the highly successful limited edition has contributed significantly, accounting for up to 19% of sales of the entire category of flavoured non-alcoholic beers in some months. These results are proof that consumers like to discover new flavors and appreciate other benefits such as reduced sugar content.
“People at our radlers especially appreciate their succulence and taste of fresh fruit in conjunction with the most popular non-alcoholic beer on the market. In the new active series we decided to add something extra, therefore some variants in addition to Vitamin B6, which contributes to normal energy metabolism, now also contain caffeine supplement. Birell Active thus represents the ideal daily refreshment at work, after meals or whenever you feel tired,” explains Oliver Jáchymovský, Senior Brand Manager at Birell.
The most popular flavor of Birell ever is Pomelo & Grep. This remains part of the traditional line of radlers as consumers love it – with added vitamins, no preservatives and artificial dyes. With the same great taste, but with added caffeine and vitamin B6, the now popular Pomelo & Grep will also be sold as part of the Active range. Caffeine and vitamin B6 will also be enriched with two novelties with original flavours, Blueberry & Acai, as well as a variant of Citrus mix & Guarana.
Birell Active will also offer two flavours with reduced sugar content. Along with the most popular variant of last year’s limited edition Mango & Citron, which goes into constant supply, consumers can look forward to a new refreshing combination of Lime & Lemon.
Overall, the Birell Active range will offer 3 flavors with caffeine and 2 flavors with reduced sugar content, which are based on the traditionally non-alcoholic Beer Birell Light. Caffeine versions contain 10 mg of caffeine per 100 ml, or 50 mg per pint can, an amount equivalent to about half a cup of espresso. The sugar-reduced options contain only 3.1g of sugar per 100ml, which is lower than most sweetened sodas. Like all other Birell flavours, this range contains no preservatives.
The new Birell Active line will be available in stores in 0.5l cans from February 2024.
JK

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