The company launched a pilot project six months back to introduce the product which is tragetted towards the youth. “We introduced Barbican, a non-alcoholic malt-based beverages, in select Indian markets,” a senior company official told IANS.

Similarly, it was consumer demand for no-alcohol brews that led United Breweries to launch—Heineken 0.0—which caters to a segment of health-conscious, young adults. “The product tastes like a beer with no alcohol. It is targeted at people, who want to drink a beer tasting product on non-alcoholic occasions, driving, in the office, after a game, in a restaurant with family. There are lots of occasions like these,” Mr Ramesh Viswanathan, Chief New Business Officer, United Breweries, told IANS. “The product has only 21 cal per 100 ml unlike soft drinks which is 45-50 cal per 100ml. So less than half.” This is the second non-alcoholic beverage in United Breweries’ portfolio. Last year, the company launched Kingfisher Radler, a blend of lemon juice and imported barley malt.