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Northern Ireland

Peroni Libera uses OOH to launch new Zero Alcohol beer

Strong demand for alcohol-free beer has fuelled growth in new beer brand launches in the past year.
Strong demand for alcohol-free beer has fuelled growth in new beer brand launches in the past year. As consumers seek to live healthier lifestyles, they are opting for more low and no alcohol brews. In the UK, Alcohol free beer sales rose by 25% in 2018, according to Nielsen, making it the fastest growing trend in the beer market.

In an increasingly competitive category, brands are using Out-of-Home to engage with audiences as they go about their day. Peroni has become the latest major beer brand to launch a non-alcoholic version appearing on JCDecaux Première and Digital Retail formats throughout Belfast.

With regular touchpoints and more time to observe, OOH consistently connects with audiences on the move. 81% of NI consumers see OOH on a weekly basis with 42% of this group buying the product as a result. The number is even higher for hard-to-reach millennials where they are 28% more likely to buy a product than the average NI consumer.

Source: Kantar Media 2018, Drinks Insight network 2018
 

Published in Northern Ireland