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Kronenbourg sparkles with ambitions in alcohol-free beers

2021-05-06T11:02:53.965Z

While the reopening of hotel terraces and restaurants is looming (May 19), the French subsidiary of the Danish giant Carlsberg wants to believe that the crisis has not dried up the renewed taste of the French for beer.



The horizon is clearing up for drink and alcohol manufacturers, very present in restaurants and bars, closed for more than six months.

Among them, Kronenbourg (1664, Tourtel, Grimbergen…), whose sales in France fell by 12% in France last year, to 844 million euros.

While the reopening of hotel terraces and restaurants is looming (May 19), which account for 30% of its outlets, the French subsidiary of the Danish giant Carlsberg wants to believe that the crisis has not dried up the renewed taste of the French for the beer.

Read also:

Kronenbourg wants to regain its place on the shelves of supermarkets

After gloomy years, sales of hopped pleasures have thus gained 2 to 3% per year since 2014. In-store sales, boosted by health constraints, have even posted a 16% increase in value since the start of the year.

"The fundamentals remain there, with more consumers, a desire to consume less but better, and the dynamism of tasting or alcohol-free beers"

, supports Rémy Sharps, CEO of Kronenbourg in France.

30%: this is the increase in the turnover of non-alcoholic beers in supermarkets, in France, last year

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Source: lefigaro

All business articles on 2021-05-06

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