Printer Friendly

Matt launches 100% alcohol-free brew.

The F. X. Matt Brewing Co. reported the introduction of Freeport USA, billed as the nation's first 100-percent alcohol free brew.

"As far as we know, we are the only brewery in the United States, and perhaps even the world, that is selling a 100-percent alcohol-free brew," said Nicholas Matt, president of F. X. Matt. "It is very exciting to be the first brewery to offer beer drinkers an alcohol-free alternative with a distinctive "real-beer' taste."

In 1991, the sale of non-alcoholic brew was one of the fastest growing segments in the beer industry. This was largely a reflection of today's changing consumer lifestyle coupled with the trend among consumers toward less alcohol consumption. As a result, Matt expects his company to gain a portion of the market share due to those consumers who prefer no alcohol in beer.

"Although Freeport is distinctively different from non-alcoholic brews because it is completely free of alcohol, we believe that Freeport USA will appeal to many of the same consumers-especially once they realize the advantages of Freeport USA," Matt continued.

Matt added that consumers are sometimes mislead by the term non-alcoholic brew."

"One of the biggest misconceptions among consumers purchasing non-alcoholic brews is that they are drinking a beverage that does not have alcohol," he noted. "This is simply not the fact."

According to F. X. Matt II, chairman of the brewery, Freeport is produced through a unique process that does not require fermentation; therefore, alcohol is never created. The brew's taste is enhanced, Matt added, with the addition of a special flavor complex that "adds back much of the taste of real beer. The end result is a product that tastes remarkably like beer, but without alcohol."

The premium-priced Freeport will be available immediately in grocery and convenience stores, restaurants and taverns throughout New York state.
COPYRIGHT 1992 Business Journals, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:Matt Brewing Company Inc.'s Freeport USA brew
Publication:Modern Brewery Age
Date:Mar 9, 1992
Previous Article:McKenzie River has reached settlement.
Next Article:A-B takes on its own media buys.

Related Articles
G. Heileman Brewing Co. disputes Miller Sharp's claim.
Guinness Import Co. launches non-alcohol Kaliber in cans.
Labatt tries out de-alcoholized beer.
No alcohol, no problem.
Swiss non-alcohol brew debuts in U.S.
Haake-Beck spot stresses "Quality Time." (advertising campaign of non-alcoholic brew imported by Dribeck Importers, Inc.)
DAB Importers launches non-alcohol brew.
Three cheers for near beer: a long-neglected category is booming.
Pittsburgh Brewing introduces its own alcohol-free brew.
Molson Excel first Canadian alcohol-free product in States.

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters