Belgium: non-alcoholic beer to be available in stadiums and a new logo for the Jupiler Pro League

From the start of 2017-18 season, all Jupiler Pro League club stadiums will offer non-alcoholic Jupiler beer, announced the Pro League on 12/06/2017. The Belgian beer company has been the title sponsor to the Belgian first division since 1993. To mark the launch of "Jupiler 0,0%", the Jupiler Pro League logo will have a new design.

AB InBev, the Belgian beer group that owns Jupiler beer, is expecting to expand its brand portfolio so that at least 20% of its global volume will consist of non-alcohol and low-alcohol beers by 2025. "It is necessary to ensure consumers have access to alcohol-free or low-alcohol beverages and to health related information on the products that they consume, before we can encourage them to consume in a responsible way," said the Pro League.

"For more than 25 years Jupiler and Belgian professional football have been partners, and together we are aware of the impact football has on the society. Beer often goes hand in hand with a positive football experience and responsible behavior. The Pro League is keen to promote socially responsible and healthy…