AB InBev has signed a distribution deal with Lowlander for the low-& no-alcohol beer brand’s domestic Netherlands market.
The “strategic partnership”, announced late last week, will see AB InBev’s unit in the country take exclusive distribution rights for the Lowlander portfolio, which includes alcohol-free and low-alcohol beers up to 3.5% ABV. The length of the arrangement or plans for future market expansion were not immediately available.
Lowlander claims to be the only Dutch producer focused solely on low- & no-alcohol beverages.
“Dutch beer drinkers are making increasingly conscious choices and are seeking unique, flavourful, alcohol-free and low-alcohol beers,” said AB InBev’s Netherlands country director, Jasper Kessels. “Lowlander has a unique position as a Low & No player in the Netherlands and in-depth knowledge of botanical innovation in the premium segment.
“By combining our commercial strength with the expertise of the Lowlander team, we can elevate the category and offer consumers the best possible choice in line with our global ambitions for alcohol-free and low-alcohol beers.”
In January, AB InBev launched a flavoured variant of its non-alcoholic Michelob Ultra extension in the US.
Last month, the Bud Light brewer posted top-line growth for 2025, outstripping its closest rival, Heineken.
