Damm is expanding its presence in the UK’s fast-growing low and no alcohol segment with the launch of Daura 0.0%, a premium gluten-free lager aimed at shoppers balancing moderation with dietary needs.
The Barcelona-founded brewer, which is marking its 150th anniversary, said the launch responds to rising demand for products that cater to both alcohol reduction and free-from lifestyles, a crossover that remains relatively underdeveloped in the UK beer fixture.
Already established as one of the world’s most awarded gluten-free lagers, the Daura brand is being extended into alcohol-free with a 0.0% variant designed to retain the same flavour profile and body. Damm positions the product as a way for retailers to attract shoppers who may otherwise be underserved by standard alcohol-free or gluten-free ranges alone.
“We know from consumer insight that there is demand for beers that work for people managing dietary requirements as well as those moderating their alcohol intake,” Luke White, managing director of Damm UK, said. “Daura 0.0% brings a world-class, certified gluten-free lager that is the most awarded gluten-free beer to the alcohol-free offering for the first time.”
The launch will initially roll out in 4 x 330ml can packs, with an exclusive debut at Tesco before wider distribution.
Damm is also highlighting its brewing credentials as a key differentiator. Rather than substituting grains, the brewer uses an enzymatic process to break down gluten while preserving the beer’s character, before removing alcohol via vacuum distillation. Each batch is independently tested to ensure gluten levels remain below 20ppm, meeting recognised coeliac standards.