Bergenbier S.A. launches Fresh 0.0 Mango and Passion Fruit
The producer continues the expansion in the non-alcoholic beer mix segment
Bergenbier S.A., part of the Molson Coors Beverage Company group, continues its expansion in the segment of alcohol-free beer mixes and launches Fresh 0.0 Mango and Passion Fruit. It is the fourth assortment of the brand that the company produces in the Ploiesti Brewery.
„Demand for alcohol-free beer mixes continues to grow in Romania, as consumers are looking for more consumption options and different tastes. Fresh 0.0 addresses these demands from the market and has seen growth for two consecutive years. The new flavor, Mango and Passion Fruit, is an important attribute in our strategy to expand across the segment and we are confident that it will be successful in 2023. In addition, the expansion in the non-alcoholic area underlines the commitment of Bergenbier S.A. to offer opportunities for responsible consumption at any time of the day”, points out Bogdan Jianu, Marketing Director Bergenbier S.A.
The segment of non-alcoholic beers, which also includes beer mixes, recorded the highest growth in the beer industry in 2022, surpassing 5% market share. Along with the new range, Bergenbier S.A. also has Fresh 0.0 flavors in its portfolio: Apple and Pear, Lemon and Orange, Raspberry and Blueberry.
„We are extremely attentive to market trends, and our marketing plans focus on the value we want to bring to consumers. The analyses show us that the visibility of the Fresh 0.0 brand is already excellent, which helps us invest in relevant activations and partnerships. Our objective is to grow sustainably, and this year will be about passion and a touch of mango, our winning ticket to conquering the beer mix segment”, adds Virginia Radu, Senior Brand Manager Premium Brands.
The new Mango and Passion Fruit flavor benefits from an integrated marketing campaign and trade marketing executions.
„We have a dedicated focus on the visibility of 0.0% alcohol products in partner HoReCa stores and locations. The Fresh 0.0 brand addresses multiple consumption occasions and this helps us come up with relevant activations for consumers. We are confident that the new flavor will register outstanding results in 2023, thus completing the Fresh 0.0 success story”, adds Cristina Botgros, Commercial Excellence Director.
The Fresh 0.0 Mango and Passion Fruit assortment is already available throughout Romania in off-trade and on-trade stores, in 0.5l aluminum cans and 0.33l bottles.
About Bergenbier S.A.
Part of the Molson Coors Beverages Company Central & Eastern Europe group, Bergenbier S.A. was founded in 1994, and the most important brand in its portfolio, Bergenbier, was launched a year later. Today, Bergenbier S.A. is in the top three beer producing companies in Romania, having a modern factory in Ploiesti and a high-performance national distribution network. Bergenbier S.A. pays more attention to the impact it has on the community and the environment. The company’s portfolio includes brands that cover all market segments. In addition to the beers produced in Ploiesti – Bergenbier, Fresh, Staropramen, Praha, Staropramen Unfiltered, Stella Artois, Beck’s, Noroc, Löwenbräu – the company exclusively imports and distributes Prague specialties Staropramen Dark and Granat, Belgian abbey beers Leffe and Hoegaarden, American beer Miller Genuine Draft, the most beloved Mexican beer, Corona, as well as the unfiltered German white beer Frazinskaner. The company also has 0.0% alcohol variants for Stella Artois and Staropramen in its portfolio.
About Molson Coors
For over two centuries, Molson Coors has been making drinks that bring people together to enjoy all of life’s moments. From Coors Light, Miller Lite, Molson Canadian, Carling and Staropramen to Coors Banquet, Blue Moon Belgian White, Saint Archer Gold, Leinenkugel’s Summer Shandy, Creemore Springs and more, Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that extends beyond the beer industry with carbonated cocktails, coffee, wine, kombucha, cider and more. Molson Coors Beverage Company is a publicly traded company that operates through Molson Coors North America and Molson Coors Europe and is traded on the New York and Canadian stock exchanges (TAP). The company’s commitment to raising industry standards and positively impacting employees, consumers, communities and the environment is reflected in Our Beer Print and 2025 Sustainability Goals. To learn more about Molson Coors Beverage Company, visit molsoncoors.com or on Twitter @MolsonCoors
For additional information, please contact raluca.stana@pandorrastyle.ro or stefania.batrinca@molsoncoors.com.
