South Korea’s HiteJinro Co., Ltd. has launched in Thailand Hite Zero 0.0. All Free, an alcohol free beer, that is now free from calorie and has zero sugar. This alcohol-free beer Hite Zero 0.0 All Free has a stronger focus on offering drinkers with a healthier choice without calorie and sugar compared with the previous Hite Zero 0.00 Non-Alcoholic Malt Beverage.
There are two approaches to grow the alcohol-free beer segment. One way is to offer more flavours to attract more consumers including female, while the other approach is to position itself as a better-for-you option.