Spanish brewer Damm has announced its entry into the UK market with the launch of Daura 0.0% beer, promising a unique offering that fills a notable gap.
In an interview with the drinks business, Damm UK’s managing director, Luke White, emphasized the importance of addressing the latest market statistics. He noted that while many individuals are becoming more attuned to their health, the company is equally dedicated to understanding consumer preferences.
White cited research from Coeliac UK, revealing that approximately one in 100 people in the UK is affected by coeliac disease, yet only 36% have received a diagnosis. This indicates that around 500,000 individuals are grappling with unexplained health issues. The introduction of Daura 0.0% aims to cater to this demographic, especially those seeking options that are not only gluten-free but also alcohol-free.
He highlighted that younger consumers are particularly health-conscious, often looking to reduce their alcohol consumption while adhering to specific dietary preferences. Furthermore, some individuals may exhibit symptoms linked to gluten intolerance or simply choose to eliminate gluten from their diets for overall well-being.
‘Offering an Alternative’
According to White, Daura 0.0% delivers a full-flavored experience in a non-alcoholic, certified gluten-free beer, providing an option for those avoiding gluten. What distinguishes Daura 0.0% from competitors is its unique brewing process. Instead of replacing gluten grains with substitutes, Damm employs a patented enzymatic method known as enzymatic hydrolysis and protein precipitation.
This technique effectively breaks down gluten’s molecular structure while maintaining the beer’s distinct character. After fermentation, alcohol is delicately extracted through advanced vacuum distillation. The brewer ensures quality by subjecting each batch of Daura 0.0% to independent testing by the Consejo Superior de Investigaciones Científicas (CSIC), using the R5 Competitive ELISA standard to confirm gluten levels below 20 parts per million.
‘Responding to Demand’
White emphasized the significance of this product launch, stating, “Our consumer insights indicate a significant demand for beers catering to individuals with dietary considerations and those moderating alcohol intake. Daura 0.0% marks the introduction of a world-class, certified gluten-free lager into the alcohol-free segment, a first in the market.”
Further explaining the relevance, Coeliac UK noted to db that such products provide essential “choice,” alleviating feelings of exclusion and frustration caused by the lack of suitable options.
Mark Bryce, head of account management and sales at Coeliac UK, emphasized, “Gluten-free, alcohol-free beer options are vital for those on gluten-free diets. For individuals with gluten sensitivity, having choices goes beyond preference—it’s about safety and improved quality of life. When options are limited, it leads to frustration and feelings of exclusion.”
Bryce highlighted the potential for retailers and manufacturers to enhance availability, broaden choices, and invest in trusted standards like the Crossed Grain Trademark.
In the United States, the same beer is marketed as Daura Non-Alc (or Daura Non-Alcoholic) to align with local perception and terminology, where “Non-Alc” signifies beers containing less than 0.5% ABV.
White clarified that product nomenclature varies by market, rooted in consumer preferences and shopping behaviors, ensuring effective brand extension. He noted, “U.S. consumers prefer straightforward terminology that complies with TTB labeling regulations.”
‘Recognition and Assurance’
According to White, Damm’s choice to launch in the UK under the name Daura 0.0% aligns with British and European consumers’ association of 0.0% with alcohol-free products. He explained that this terminology is congruent with the established language in the UK no/low-alcohol sector, enhancing recognition and trust.
To establish a foothold in the UK market, Damm initially launched Daura 0.0% exclusively in Tesco, with plans for a broader rollout across additional retailers nationwide.
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