Dreher Introduces 24-Hour Drinking

This alcohol-free brew can be consumed 24 hours a day, and, thanks to what the company calls a “new widely different production process,” it claims it has the “real taste of beer.” The product hit shop shelves from the end of July in bottles and cans. 

The new brewing process of Dreher 24 has been “borrowed” from Czech sister company Plzensky Prazdroj. The basis of this technology is a new special kind of yeast. 

The SABMiller-owned brewer says Dreher 24 can serve as an excellent alternative to carbonated soft drinks or mineral water. 

“Regarding consumers of premium alcohol-free beer, we know that their choice is not forced on them externally – it is the result of a responsible decision made by themselves,” said Dr Kornélia Vass, communication director of Dreher Breweries. “The reason may not only be that I drive. I may prefer not to consume alcohol because I have work to do later on, or I have some important business meeting to attend to, but I still wish to enjoy the refreshing flavor of beer,” said Vass. 

“Dreher 24 is the best choice for those who desire the original characteristically refreshing taste.” 

The product launch is being accompanied by “360-degree communication” in what Dreher says is “one of the best-supported non-alcoholic beer launches in years. TV and print media ads are being backed up by an intense point-of-sales campaign. 

Dreher 24 will replace Dreher Non-alcoholic and comes in 0.5-liter and 0.33-liter bottles as well as half-liter cans. 

The can version is a novelty, as no alcohol-free Dreher has been offered to consumers in cans up to now. 

The new product also has a new design which perfectly matches the brand message: “The world is what you pour into it.”

Source: Budapest Sun