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No alcohol, no compromise

When San Miguel partnered with the Classic Ibiza series of events, set at stately homes across the country, they knew there’d be a few designated drivers missing out on a refreshing pint of San Miguel.

In partnership with DrinkAware, they rewarded thousands of designated drivers with a free San Miguel 0,0 – all the flavour, freshness and quality of beer, but without the alcohol.

This was supported by the first above the line campaign for San Miguel 0,0. “Find Your 0,0” aimed to create a positive conversation around alcohol-free beer, presenting it as an active lifestyle choice to a UK audience increasingly concerned about health and wellbeing.

Other examples of how we will reach ZERO by 2030

Proud to be clear about what's in our beer

Proud to be clear about what's in our beer

We believe our consumers have a right to know what’s in our beers and we’re proud to show them. That’s why we’re going beyond policy and requirements to include the nutritional information, ingredients and responsible drinking messaging in the easiest place to find it – on our packaging.

The alcohol-free revolution

The alcohol-free revolution

Next time you’re scanning the bar, you might spot something a little different – a 0.4% abv lager from our partners at Brooklyn Brewery. We’re committed to improving accessibility of great-tasting alcohol-free beers that don’t compromise on quality or taste. Now, with Brooklyn Brewery’s Special Effects available on tap, consumers won’t compromise on experience either.

A better bottle

A better bottle

Probably the best beer in the world deserves nothing less than the best bottle! So when we launched the new perfectly balanced Carlsberg Danish Pilsner in March 2019, we worked closely with our glass suppliers to develop a bottle to be proud of. It’s not only embossed with our founder’s signature, but it’s 10g lighter than the one it replaced. In just the first year this saved over 134 tonnes of glass across the Carlsberg portfolio!

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