Supporting consumers' alcohol-free choices in Finland
Our Sinebrychoff Karhu brand in Finland ran a high-profile advertising campaign this year to support consumers’ choice to act responsibly and enjoy alcohol-free brews. It led with the message: “Don’t ask stupid questions. It’s Karhu.”
The campaign called out derogatory behaviour and encouraged consumers to embrace AFBs as a positive choice – in response to a survey by Karhu that found 43% of AFB drinkers felt pressured within their social circles to choose an alcoholic option.
Using deadpan Finnish humour, the advertising campaign attracted widespread media attention, engaged consumers in conversation and heightened visibility of Karhu’s signature 0.0 variant.
Sinebrychoff offers 12 alcohol-free brews in Finland, including Karhu 0.0. Sales of these collectively grew by 7% in 2022, leading the category in the Finnish market.
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Increasing availability of alcohol-free beer
People are increasingly looking for great-tasting alcohol-free brews (AFB) as a positive choice. In 2020, we saw a 11% volume growth of our AFBs. And all of our international premium brands have an alcohol-free line extension.
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