- Sharp’s unveils Doom Bar Zero, the UK’s first widely available 0.0% amber ale
- New variant will tap into growing demand for alcohol-free options[1]
- Doom Bar Zero now available in 500ml bottles in stores
Sharp’s Brewery has launched the UK’s first widely available 0.0% ABV amber ale to complement its flagship beer, Doom Bar (the UK’s number 1 cask and bottle ale[2]).
Doom Bar Zero is now available in 500ml bottles in Waitrose, Sainsburys, Morrisons and Amazon, and will launch in Tesco and Bookers Wholesale in September, tapping into the growing demand for alcohol-free options[3].
While there has been a surge in the number of low-and-no-alcohol beers on the market, a number of the options currently available contain 0.5% ABV. The expert brewing team at Sharp’s have been working for more than two years to develop a pioneering brewing method which ensures that Doom Bar Zero retains a similar flavour profile and stays true to the style of the successful Doom Bar brand while achieving 0.0% alcohol – significantly more difficult to brew than 0.5%.
As a result, Doom Bar Zero maintains a sweet roasted malt flavour and subtle green hop aroma that has become Doom Bar’s trademark, while also offering its own unique flavour profile with hints of succulent dried fruit and a subtle bitterness.
James Nicholls, Marketing Controller at Sharp’s, said: “We feel that Doom Bar Zero redefines the quality standard of the category, and are proud that as a truly alcohol-free option, Doom Bar Zero can fit your lifestyle, when it suits you.
“Doom Bar at 4% is probably the most successful amber ale of recent times, growing from our first brew on a small kit in 1996 to achieving the UK’s no.1 cask ale position in under 20 years. We are excited to now be expanding the range and bringing more choice to consumers with Doom Bar Zero.”
With the launch of Doom Bar Zero, Molson Coors Beverage Company, which owns Sharp’s, now offers drinkers alcohol-free options in lager (Cobra Zero and Bavaria 0.0%), Cider (Rekorderlig Alcohol Free) and ale.
[1] Annual British Craft Beer Report, the Society of Independent Brewers, March 2020
[2] Number 1 Cask Ale in the UK in volume and value, CGA On-Trade, MAT to 30th November 2019
[3] Annual British Craft Beer Report, the Society of Independent Brewers, March 2020
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