Enabling more informed consumer choices without compromising on product experience

Across global markets, changing consumption patterns and increased awareness of lifestyle-related health challenges are contributing to a growing interest in moderate alcohol consumption. For consumers to make informed choices, access to clear and transparent product information is essential. Without this, it can be difficult to navigate product categories and select options that match individual preferences and different consumption occasions.

Promoting moderation through partnership

Carlsberg works to enable informed and moderate consumption by strengthening transparency and communication across its beverage portfolio. Through clear on-pack information and responsible messaging, Carlsberg supports consumers in understanding alcohol content and making informed choices suited to different situations.

Carlsberg has expanded its low- and no-alcohol portfolio significantly, launching more than 60 new alcohol-free products globally within the past three years

This approach is complemented by a broader shift in the product portfolio, where low- and no-alcohol alternatives are increasingly available across markets. An example is Nordlyst, a 2.5% alcohol pilsner introduced in Denmark, reflecting a growing demand for products that support moderation while maintaining taste and quality. By combining clear product information with an expanded range of lower-alcohol options, Carlsberg aims to make moderation a more accessible and informed choice for consumers.

Non-alcoholic beverages on the rise

Carlsberg has expanded its low- and no-alcohol portfolio significantly, launching more than 60 new alcohol-free products globally within the past three years. In 2025, 31% of Carlsberg’s total beer volume consisted of low- and no- alcohol products, putting them well on their way to achieving their target of 35% by 2032. This development reflects a broader shift in consumer behaviour towards moderation. By aligning product transparency with portfolio development, Carlsberg contributes to enabling more informed consumer choices without compromising on product experience.