The first Astra without the juice – non-alcoholic and packs a punch. With Astra Granate Energy 0.0%, the iconic brand from St. Pauli wants to shake up the non-alcoholic market. What’s in it? 50% beer with 0.0% alcohol and 50% refreshing drink with pomegranate flavor plus guarana, taurine and caffeine.
“Benne OCHS c/o EMEIS DEUBEL was on the job once again for iconic beer brand Astra. This time, the campaign aims to promote the brand’s non-alcoholic beverage Granate, which is flavored with pomegranate.” EMEIS DEUBEL.
“The non-alcoholic beer segment has grown steadily over the past ten years, recording a gain of almost 40% in market share from 2011 to 2021 (3.8% to 5.3%). The 0.0% beer mixes in particular have grown by a whopping 33.3% in volume over the past year, making them the driver of the non-alcoholic beer category.” we quote about-drinks.com
“We wouldn’t be Astra if we brought out just any alcohol-free beer: For us, it’s always a bit louder, more colorful, more exciting and more over the top. There’s no place for a classic non-alcoholic beer,” says Svenja Wohlers, Senior Brand Manager of Astra.
“We’ve been carrying the idea for Granate Energy 0.0% around the streets of Hamburg for some time now – it was always clear to us that we had to come up with a non-alcoholic product that the market hadn’t seen before,” says Gunnar Fischer, Managing Director Marketing at Carlsberg Germany.
The German beer brand Astra belongs to the Holsten Brewery, which has been a subsidiary of Danish brewery Carlsberg itself since 2004. The executive agency was Philipp und Keuntje GmbH.
GoSee : astra-bier.de & emeisdeubel.com
