Australia’s fastest growing no-alcohol beer announces Ironman sponsorship

October 30, 2018
By Alana House

Non-alcoholic German pilsner Holsten 0.0 has announced a season partnership with IRONMAN Australia.

The partnership throughout the 2018/2019 Australian IRONMAN Series will include on-ground support, on-pack promotion and in-store promotion. 

Holsten activations will be present at each Ironman Series event, complete with a beer bar at the finish line.

The partnership will also be promoted on-pack in retailers such as Dan Murphy’s, independent bottle shops and select supermarkets.

“Holsten is an ideal beer for our IRONMAN athletes who sacrifice so much in their daily preparation to participate and complete our events,” said Miles Rose – Head of Partnerships Oceania at IRONMAN. “With a 0.0% alcohol level and the lowest calories of any alternative beverage, you can enjoy with the knowledge you will be free to drive, exercise and continue your daily activity post beer.” 

Distributed by Coopers Brewery, the German Pilsener is brewed using traditional brewing methods and only prior to bottling is the alcohol removed using gentle evaporation.

In FY 17/18 Holsten was the fastest growing brand in the non-alcoholic beer category, which has seen significant growth in Australia over the past five years. This follows European trends where non-alcoholic beer sales can account for more than 20% of the total beer category.

“Holsten 0.0 which has less than 40 calories per bottle and 0.0% alcohol content is the perfect alternative for consumers looking to make healthier lifestyle choices and still enjoy a cold beer” said Holsten Marketing Manager Scott Harris.

Holsten is available for RRP $32 for a case or $9.90 for a six pack at Dan Murphy’s, independent bottle shops and select supermarkets.

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