AN INTERVIEW WITH GREAT NORTHERN BREWING COMPANY REPRESENTATIVE — Ben Haysman

NAFA | How is Great Northern Zero performing, and what kind of trajectory do you see it being on for the year ahead?

BH | We continue to be excited by the contribution of Great Northern Zero to the no-and-low (NOLO) alcohol category as it leads the segment in growth. NOLO alcohol has exploded over the past three years, recruiting new drinkers into the category. We expect this trajectory to continue to grow rapidly with consumers increasingly choosing to moderate, with the NOLO category projected to hit $138.2M by 2025.

sources | Brand Genetics Jan 2015 and Mintel 2014 (CUB Insights Zero Category Strategy Pack) | IRI | Liquor Weighted | Annual Value Data to end of year 2020


NAFA | Do you think no-and-low alcohol products are becoming more mainstream?

BH | Absolutely, it only takes a trip into most bottle shops and now grocery stores to see the ranges growing every week across all NOLO categories. While in Australia NOLO started out as something consumers chose only ‘if they had to be good’, we are seeing more and more consumers choose to be more mindful by choice and expect this to grow into clear and confident consumers who choose NOLO wherever and whenever they like. We have seen this trend in markets like Spain and Germany.

source | Brand Genetics Jan 2015 and Mintel 2014 (CUB Insights Zero Category Strategy Pack)


NAFA | Do you think there are any misconceptions about NOLO products that are lingering in the industry/society in general?

BH | People still expect it to be watery or watered down in taste and there’s a key need to balance floral notes found in these products with enough bitterness to taste like a beer. With Great Northern Zero, our brewers have been able to develop a refreshing beer with a flavour profile consistent with what consumers have come to expect from a beer with alcohol. We can see that consumers agree with the success of Great Northern Zero in the market, as the 0.0% alcohol gives them the freedom to continue doing what they love in the great outdoors.

source | Brand Genetics Jan 2015 and Mintel 2014 (CUB Insights Zero Category Strategy Pack)


Great Northern Zero launches NEW campaign

Great Northern Zero has launched a new campaign that shows consumers who love the great outdoors no longer have to make a choice between adventures like four-wheel driving and enjoying a beer. With Great Northern Zero they can do both!

The campaign launched in 2022 features two perspectives: the first showing a group of mates getting out on the water for a fishing adventure and the second a group of mates on a 4WD adventure.

With Great Northern Zero, brewers have been able to successfully develop a refreshing lager with a flavour profile consistent with what consumers have come to expect from a beer with alcohol. We can see that consumers agree with the premise behind Great Northern Zero, as the 0.0% alcohol volume gives them the freedom to continue doing what they love in the great outdoors.

We are seeing more and more consumers choose to be more mindful by choice and expect this to grow into clear confidence to choose NOLO wherever and whenever they like. Great Northern is a brand that is all about getting into the great outdoors and can help people enjoy a full-tasting beer while they are out doing their favourite activities.

www.greatnorthern.com.au

GREAT NORTHERN BREWING CO.