Novelty in Lech Free’s portfolio – Lech Free Active. The first non-alcoholic beer with hydrating properties

Lech Free, a brand from the portfolio of Kompania Piwowarska, the leader of the Polish beer market in the category of non-alcoholic beer, expands its portfolio with Lech Free Active, a functional variant intended for active people. It is Poland’s first non-alcoholic beer with hydrating properties and mango and lemon flavour. The novelty perfectly complements Lech Free’s offer and is available from mid-March in traditional trade, big markets and On Trade outlets.

Non-alcoholic beers constitute a dynamically growing segment on the Polish market, which mainly results from the current consumer trends – the need to lead an active and healthy lifestyle. Lech Free is number 1 in the 0.0% beer category*. It is the most frequently selected non-alcoholic beer brand, offering a classic lager and a wide range of flavoured beers.

In spring, this offer was joined by Lech Free Active Hydrate – the very first non-alcoholic beer with hydrating properties and mango and lemon flavour. Lech Free Active Hydrate constitutes a continuation of the brand’s strategy, which has been associated with an active lifestyle for years. The product has a unique ingredient list, which allows consumers to replenish the water and sodium the body has lost during physical exercise, a busy day or heat waves. The beverage combines non-alcoholic lager with the juicy, sweet taste of mango and refreshing, sour lemon notes. Thanks to the right nutrient content, Lech Free Active can be considered a carbohydrate-electrolyte solution, which absorption water retention during physical activity.     

- The Lech Free brand has been associated with an active lifestyle for years. As part of our numerous initiatives, we support the most popular sports events, which mobilize thousands of people to do sports, promoting good shape and well-being. We have noticed that the number of active people in Poland increases on a yearly basis. It has been confirmed by various studies and events gathering impressive crowds. Therefore, launching the new Lech Free Active subline of non-alcoholic functional beers was a natural continuation and expansion of our strategy promoting a healthy lifestyle. Our new variant is an excellent response to the needs of many Poles, who enjoy the taste of beer and at the same time are looking for refreshment and something new – hydration after an intense day, favourite sports activity or during summer heat waves. We are glad that we can offer it to our consumers and thus expand the range of occasions for the consumption of non-alcoholic beer – says Dagmara Roger, Lech Free Brand Manager.     

Lech Free Active 0.0% is available in 330 and 500 ml bottles. The brand’s packaging stands out on store shelves and in coolers with brand new colours – a silver and blue logo different from the other Lech Free flavoured options available on the market. 

The launch of Lech Free Active will be supported with a TV advertising spot, digital campaign and cooperation with influencers known for their love of sports. The product will also be present at sports events, including the Runmageddon obstacle run, the 16th Half Marathon in Warsaw, and during many other events promoting a healthy lifestyle. Just as Lech Free in the previous years, this year Lech Free Active will be available at the finish line for all the participants who reach it.

The advertising campaign was created by the Bardzo agency. Digital, social media and influencer marketing activities are executed by the Cut the Mustard agency. Medial buying was taken care of by the Zenith media house. 

* Nielsen+CMR, Nieslen KAD aggregated data for MT (HM clients, SM clients, Biedronka, PS benchmark), CMR data for TT (panel stores up to 300m2); MAT Feb’22