Carlsberg Britvic has announced that 1664 Bière 0.0% will launch in the Off Trade this April, following a successful launch in the on-trade at the beginning of 2025. 

1664 Bière 0.0% will be available in 6x330ml cans in several major national retailers, including ASDA, Tesco and Waitrose.  

Joining Carlsberg Britvic’s strong roster of Low & No alcohol beers, ranging from Carlsberg 0.0 to Erdinger Alkoholfrei, 1664 Bière 0.0% draught has gained positive traction in the On Trade, with nearly 500 outlets already pouring. This will be further supported with a standalone branded fount launching in April for the On Trade channel across both 1664 Bière and 1664 Bière 0.0%, the company said.

1664 Bière 0.0% has performed strongly in consumer research ahead of the beer’s launch. Amongst consumers, 1664 Bière 0.0% was particularly recognised for its excellent taste, with consumer testing showing the brand’s favourability for taste was on par with the UK’s market leading alcohol-free beer.  

The Low & No alcohol category has continued to attract new drinkers, with figures showing that 42.8% of drinkers (21.2m) have said they are moderating their alcohol consumption in the past 12 months, an increase of 2.2m drinkers compared to 2016. The alcohol-free category is also the fastest growing (CAGR 14.6%) with an overindex with Gen Z and millennials.

Dharmesh Rana, director of marketing for Premium Brands at Carlsberg Britvic, said: “1664 has gone from strength to strength since we relaunched the brand last year.

“As the alcohol-free beer category continues to grow, we are thrilled to continue driving the 1664 brand to new heights with the launch of 1664 Bière 0.0% in the UK.

“As consumers look to moderate their drinking across different occasions, whether that’s out with friends or at home with family, it’s essential that brands provide great-tasting options that don’t compromise on flavour or sophistication. 1664 Bière 0.0% is a perfectly balanced, flavourful and eminently sippable beer and we’re confident that this brand can go head-to-head with the market leader.”