Not a beer, not a cider, not a soft drink - Beo* really is something else!  

Carlsberg is now catering for consumers looking for new alternatives that don't contain alcohol. Healthy drinks and drinks for women are two of Carlsberg's focus areas when developing new products, and Beo* is a great example of our bid to create brand new categories in the market. 150 years of brewing experience are now going into creating products that have nothing to do with beer!

"We've identified a number of situations where consumers prefer an alternative that doesn't contain alcohol," says Lene Dyrby Andersen, International Innovation Platform Director at Carlsberg. "Perhaps a lunch date or a meeting with friends at a café during the week. And, of course, Carlsberg wants to give them the choice."

A drink for adults
Beo* has been developed for the target group of adults who want a subtle taste experience and a stylish bottle on the table. The name Beo* comes from Latin and means make happy or delight. And enjoying the many small informal moments that are part of everyday life is just what Carlsberg hopes Beo* will come to stand for.

"The sweetness in Beo* comes from malt and fruit juice," says Andersen.

"We haven't added any sugar, and only natural ingredients have found their way into the bottle. Even the bubbles in Beo* are natural as they're a result of the brewing process."

Beo* will be available in Denmark from 2 May, with Sweden set to follow on 16 May. The long-term plan is for the product to be introduced gradually into many of the countries where Carlsberg operates.