Erdinger Repositions Alkoholfrei as an Isotonic Sports Drink

In 2001, Erdinger Weißbräu repositioned Erdinger Alkoholfrei as an isotonic thirst quencher for athletes. Rather than presenting the alcohol-free wheat beer primarily as a substitute for conventional beer, the brewery promoted it as a refreshing drink for consumption after physical activity. Erdinger supported the new positioning by distributing the beer at the finish lines of running, cycling, and triathlon events. The strategy connected alcohol-free beer with sport, fitness, and recovery and helped give the category a new public identity. Erdinger reports that Alkoholfrei became Germany’s market-leading alcohol-free beer within five years. Its success demonstrated that alcohol-free beer could be marketed as a distinct lifestyle product rather than solely as an alternative for people avoiding alcohol.