Market stalls are not the only places filling up with the season’s first bright red, juicy strawberries — store shelves are following suit. Strawberry season has officially begun, and with it, one of consumers’ favourite flavours is joining the Dreher 24 non-alcoholic portfolio.
The new strawberry-flavoured, 0.0% alcohol variant offers a refreshing, fruity alternative for spring and summer occasions, as well as moments spent together, while further strengthening the brand’s presence in the dynamically growing non-alcoholic category.
Although sales of flavoured and unflavoured non-alcoholic beers have declined slightly over the past few years — while their share of the total beer market has remained stable* — Dreher 24 has continued to increase its market share. This shows that, as the season begins, consumers remain open to trying new flavours and premium refreshing alternatives.
According to consumer tests conducted prior to product development, the choice of flavour was no coincidence: strawberry, the star fruit of spring and early summer, proved to be the most promising new option. Market trends also support this decision, as red berries — especially strawberries — are highly popular among Hungarian consumers, making the launch a natural fit with the start of the domestic strawberry season.
As warmer weather arrives, consumers are increasingly looking for new, fruity, easy-drinking non-alcoholic beverages. Dreher 24 Strawberry captures a genuine taste of summer, making moments of relaxation, recharging and spending time together even more enjoyable, – said Flóra Hesz, Brand Manager of Dreher 24.
In line with the brand’s philosophy, the new variant encourages consumers to enjoy everyday positive experiences — now with the taste of one of the most popular seasonal fruits.
The launch of the new flavour is supported by a comprehensive 360-degree marketing campaign, including television advertising, digital and outdoor communication, influencer collaborations, prominent in-store visibility, outdoor product sampling in Budapest and around Lake Balaton, as well as HoReCa (Hotels, Restaurants, and Cafés/Catering) activations.
*Source: Hungarian Brewers Association, Annual Report 2025
More information:
Barbara Klausz
Noguchi
+36-20/44-33-612
bklausz@noguchi.hu
About Dreher Breweries
Since its foundation in 1854, Dreher Breweries has become one of Hungary's leading beer companies thanks to its tradition and international background. It contributes more than 400 million pints of beer to the beer consumption of Hungarians, while directly and indirectly supporting the livelihoods of more than 8 500 families in sectors such as HORECA, logistics and marketing. 86% of its suppliers are small and medium-sized Hungarian enterprises. It contributes HUF 37,7 billion a year to public finances. Since 2017, it has been a subsidiary of Asahi, Japan's largest beer producer - in addition to traditionally Hungarian brands such as Dreher, Arany Ászok and Kőbányai, it also distributes globally popular beers such as Asahi Super Dry, Kozel, Pilsner Urquell, Peroni and HB.
Dreher Breweries is committed to moderate alcohol consumption, supporting it through its “Smart Drinking” (“Ésszel-iszom!”) program, running for more than 15 years.
For more information please visit: www.alkohol.info.hu