A generation of change
Changing the world of beer forever
1972 was a year of pioneers. The first video game, “Pong,” was released, which paved the way for today’s video game industry. Swedish pop group ABBA formed and went on to sell more than 380 million recordings.
That same year, a small group of brewers had a big idea. They set out to create a great-tasting low-calorie beer. But it took a sales executive to come up with an even bolder vision: why settle for a low-calorie beer when they could create the world’s first tasteful non-alcoholic beer?
A team was put together and the challenge began. Other brewers had tried to brew a beer without alcohol before, but the results were invariably undrinkable.
Not this time, though. In 1972, Clausthaler started the process that would change the world of beer forever.