Make Clausthaler non-alcoholic beer the natural choice for urban consumers.
Non-alcoholic beer is increasingly popular in the Nordics, with a category sales growth of 20% over the last five years. Insight within different young and urban communities showed the importance of staying relevant and up to date to amass influence in the target group. A special focus was dedicated to people with an active lifestyle, particularly within the bicycle community who proved to be a perfect brand match.
We connected with the bicycle communities (hang-out spots, bicycle cafés and bars, sports outlet, community co-labs) and created Fri Bar - the first non-alcoholic beer bike bar with tap system.
15.000+ products sampled at community and sports events. Collaborations with the biggest sports outlet in Oslo. Events and strategic sponsorships with bicycle bar OsloVelo. Ambassador content from cross country athletes and professional bikers.