​, “We saw a big opportunity for Hoegaarden Soft Brew because it tackles both trends. for (var i=0; i < aTags.length; i++) We love reviews! Find out more at low2nobev.com​​, Copyright - Unless otherwise stated all contents of this web site are © 2020 - William Reed Business Media Ltd - All Rights Reserved - Full details for the use of materials on this site can be found in the Terms & Conditions, Related topics: Your Go-To Resource for Beer. Beer, Free newsletter “At Anheuser-Busch, we have implemented a heightened focus on innovation and speed to market to develop and launch new products in as short a timeframe as possible to be able to learn from consumers interacting with products in real retailer shelves or bars, instead of months of internal testing,” ​said Lewis. It is using the same recipe as Hoegaarden 0.0 in Europe, but with a different name and different packaging for the US audience. Like me and many others, do you suffer from a health condition preventing you from consuming alcohol? With an ABV of less than 0.5%, Hoegaarden Soft Brew comes in two flavors in the US: Rosé (with notes of raspberry and 95 calories) and Citrus (with notes of lemon and a calorie count of 76 calories). - Last updated on I trusted it as it was coming from a brand like Hoegaarden and the trust wasn't breached in any way. vOut = vOut.toLowerCase(); Turn your rating into one with ≥ 150 characters. Hoegaarden Soft Brew, a light, refreshing non-alcoholic brew The new Hoegaarden Soft Brew joins the growing non-alcoholic brew trend. Subscribe The brand is now looking to the US: with the current pilot helping it understand what American consumers want from the alcohol-free category. And Lewis believes Hoegaarden Soft Brew is more than simply a non-alcoholic beer: it believes it can hit the bullseye when it comes to numerous US beverage trends such as premiumization, bold fruit flavors, ready-to-drink options and portability. “​Across Europe we’ve been observing a change in consumer behaviour and a growing trend in a healthy lifestyle and mindful drinking, and its rapidly developing. “So far, we have observed a lot of excitement coming from soft drinks consumers looking for healthier alternatives,” ​said Lewis. AB InBev, Place your empty glass upfront in … dataLayerNews.related_tags = sanitize_gpt_value2("NABLAB, Beer, Anheuser-busch, Ab inbev, Us"); look: 3.5 | smell: 3 | taste: 2.5 | feel: 2.5 | overall: 2.5, Hoegaarden 0,0 Rosee from Brouwerij van Hoegaarden. It has chosen two different markets so it can compare any similarities and differences on how and when consumers chose to drink Hoegaarden Soft Brew. Hoegaarden Soft Brew has 10 grams of sugar.​, “Also, we’ve seen success with existing beer drinkers at new occasions, such as lunch. Hoegaarden 0.0% Non-Alcohol Witbier is bottle-fermented and, when poured, should have a cloudy appearance and a thick creamy head. 31-Oct-2019 at 11:18 GMT. Personally, as someone who was a big fan of the alcohol based hoegaarden, I find the 0.0% alcohol version excellent. Hoegaarden’s non-alcoholic beer is expanding beyond Europe: with pilots in Rochester and Philadelphia in the US currently under way. Sign up to our free newsletter and get the latest news sent direct to your inbox. I got this one along with some other non-alcoholic/low alcohol beers, just for the heck of it. Hoegaarden Soft Brew was introduced in Philadelphia and Rochester in August, and the 16-week pilot will finish in November. Explain why you're giving this rating. A 12-ounce can of soda has 39 grams of sugar. We see people drinking a Soft Brew anytime they might want something refreshing and a quick pick me up – the product fits many occasions well beyond the traditional beer space.”​. dataLayerNews = {}; This new beverage skips the alcohol but brings all the flavor. While big corporations are not associated with speed and agility when it comes to innovation, Lewis believes Hoegaarden Soft Brew is ready to take advantage of the opportunities in the no and low alcohol category in the US. With falling alcohol consumption, more mindful drinking and a trend towards premiumisation, the stage is set for a bright future for the low and no drinks sector. Known in Europe as Hoegaarden 0.0, the non-alcoholic brew is already firmly established in Europe (no and low alcohol versions now make up half of Hoegaarden's Belgian retail volumes) and is expanding globally (such as with its launch in India earlier this year). return vOut; vOut +=', '; “The non-alcoholic beer segment accounts for around 10% of the market in developed markets like Germany,” ​said Lewis. Respect Beer®. NABLAB, Beer, Anheuser-busch, Ab inbev, Us function sanitize_gpt_value2(gptValue) } While Europe has been leading the low and no ABV beer category, Anheuser-Busch believes the US will catch up. }); Known in Europe as Hoegaarden 0.0, the non-alcoholic brew is already firmly established in Europe (no and low alcohol versions now make up half of Hoegaarden's Belgian retail volumes) and is expanding globally (such as with its launch in India​ earlier this year). Your review must discuss the beer's attributes (look, smell, taste, feel) and your overall impression in order to indicate that you have legitimately tried the beer. The brand is launching with paid media, retail displays, sampling and digital activations. One of the key lessons it hopes to learn from the trial is what other beverage categories Hoegaarden Soft Brew can attract consumers from. But while the European packaging is dominated by the colour blue, which is associated with the non-alcoholic beer category, Hoegaarden Soft Brew instead draws on fruity summer cues. Hoegaarden is best enjoyed from its characteristic hexagonal glass which helps to keep the beer colder for longer. Harry Lewis, VP New Brands, Premium and Super Premium at Anheuser-Busch, says Hoegaarden Soft Brew is an example of how Anheuser-Busch (the US arm of the world's largest brewer AB InBev) is using its brewing expertise to innovate in the relatively new no/low alcohol space - one that is growing fast as consumers seek out healthier options. Hoegaarden White: 4.9% ABV, 147 calories per 330ml, Hoegarden Soft Brew: 0.5% ABV, 95 calories per 330ml. In the US that same segment is less than 1%, so we see an opportunity to fill this gap as health and wellness trends continue to evolve.”​. if(i!=(aTags.length-1)) ​, “A 12-ounce can (355ml) of soda has between 125 and 180 calories. “These are macro trends driving the growth of the beverage industry. Beer, Wine, Spirits, Cider, Hoegaarden White (4.9% ABV) is widely available in the US: but Hoegaarden Soft Brew is the first non-alcoholic version to be introduced in the country. It uses the same basic brewing process as other Hoegaarden brews. ​, “The US will catch up to that trend. Other than that, the beer is not transparent at all. { It’s already seen interest from soft drink consumers looking for something new and healthier; while also opening up drinking occasions outside the traditional beer space. var aTags = gptValue.split(','); Hoegaarden Soft Brew looks to change the way that people think about non-alcoholic beers. The brand's history goes back some 600 years, with the Belgian wheat beer Hoegaarden White initially brewed by monks in the town of Hoegaarden. Soft Brew is a “better for you, grown up soda.”  ​. Copyright © 1996-2020 BeerAdvocate®. var vOut=""; The brews are packaged in 330ml cans. The beer is double fermented and unfiltered; but then the alcohol is removed and fruit juice infused as the final step. 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