Barcelona-founded brewer Damm has revealed that, in launching its gluten-free Daura 0.0% beer brand into the UK, it is tapping into a combination that is “scarce in the UK market”.
Speaking to the drinks business, Damm UK managing director Luke White pointed out that the time has come to really look at the statistics and, while many people are listening to their bodies, the business has also wanted to make sure it is listening to what people want too.
White explained to db that Coeliac UK has outlined: “One in 100 people in the UK have coeliac disease but only 36% are diagnosed. That leaves 500,000 people suffering with unexplained symptoms. In light of these stats, the launch of Daura 0.0% addresses the needs of this niche who are also looking to adopt more alcohol-free occasions.”
He noted that “this is particularly true of younger drinkers who we know are more focused on health and therefore look to minimise alcohol intake in conjunction with dietary choices. We also understand that aside from those with a coeliac diagnosis, some people have symptoms of or suspect a gluten intolerance, while others simply choose to avoid it entirely as they simply feel better without it”.
‘Providing an alternative’
According to White, Daura 0.0% offers the same flavour and character in a non-alcoholic, certified gluten-free beer, providing an alternative for those with a gluten intolerance or who simply choose to avoid gluten. The brewery also highlighted that what sets Daura 0.0% apart from other products is its brewing method, explaining that “rather than substituting gluten-containing grains with alternatives, Damm’s master brewers have developed a proprietary enzymatic process: enzymatic hydrolysation and protein precipitation”.
This, according to the brewer, “breaks down the gluten’s molecular chain while preserving the beer’s character. The alcohol is then gently removed by advanced vacuum distillation. The process is meticulous; therefore, the Consejo Superior de Investigaciones Científicas (CSIC) independently tests and certifies every batch of Daura 0.0% using the R5 Competitive ELISA standard to ensure gluten is below 20 parts per million”.
‘Demand for beers that work for people’
Highlighting why the launch was an important one, White revealed: “We know from consumer insight that there is demand for beers that work for people managing dietary requirements as well as those moderating their alcohol intake. Daura 0.0% brings a world-class, certified gluten-free lager that is the most awarded gluten-free beer to the alcohol-free offering for the first time.”
Explaining more about how these were steps forwards, Coeliac UK highlighted to db that what these products did was give people a “choice” and stop them from feeling “excluded” or “frustrated” by the lack of options that catered for them.
Coeliac UK head of account management and sales Mark Bryce said: “Gluten free, alcohol free beer brands, help provide choice for people who are following a gluten free diet. For those who rely on a gluten free diet, choice isn’t a ‘nice to have’ – it’s about safety, confidence and everyday quality of life. When shelves are empty or options are limited, people don’t just feel frustrated, they can feel excluded.”
Bryce told db that “retailers and manufacturers have an opportunity to make a real difference by improving availability, widening choice and investing in our trusted standards like the Crossed Grain Trademark.”
In the US the same beer is positioned and sold as Daura Non-Alc (or Daura Non-Alcoholic). This is because the term “Non-Alc” is the dominant, widely understood shorthand in the American market for beers with less than 0.5% ABV.
Describing this, White noted that “each market product name is based on insight into how each market prefers to talk about and shops for products which informs brand extension names” and insisted that “US consumers respond well to this clear, straightforward terminology, which aligns with TTB labelling regulations”.
‘Recognition and reassurance’
White revealed to db that in the UK, Damm is “launching as Daura 0.0% as British and European drinkers associate 0.0% with a product without alcohol”. He clarified that this is simply because “this is the language the UK no/low-alcohol category has adopted to maximise recognition and reassurance”.
To boost the brand’s presence during its UK introduction, Damm ensured Daura 0.0% received an initial exclusive launch in Tesco before the brand rolls out across other retailers nationwide.
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