WHILE SHOWCASING its popular range of sausages, Old MacDonald Farm used the occasion of the recent Denbigh Agricultural, Industrial and Food Show to introduce Bitburger Dry, a range of non-alcoholic beers from Germany which it is hoping will find favour among Jamaicans and especially the health conscious.
Brand Manager Shamara Blair explains: "We are looking to capture the market that Red Stripe is not able to feed, because we have in Jamaica here persons who want to enjoy a beer, but are restricted due to the alcoholic content. So, we are here to capture that market as well as to try to convert others who are regular beer drinkers."
According to Blair, Bitburger Dry is made in much the same way other beers are produced, with the alcoholic element removed at the end of the process and the liquid retaining its beer taste. This makes it ideal for someone who wants to enjoy a cold beer or two any time of the day.
"It's an any time-of-the-day beer," Blair declared in promoting the first non-alcoholic beer to be distributed on a national scale.
Now available in select supermarkets and other outlets across the island, plans are in place for a national launch, once the distribution network has been established. Empty bottles will be non-redeemable and the new offering will be competitive, according to Blair.
She is confident that while most drinkers will initially be drawn to the novelty of this new offering, in time, they will come to appreciate it for the taste and advantage of enjoying a few beers without the risk of a hangover.
- C. S.