Louvain Council, the University of Leuven, University College Leuven-Limburg (UCLL) and the brewery group AB InBev will open a pop-up cafe during March, The NapLap, in a building in the Oude Markt cafe area. The establishment will have the distinctive characteristic of only serving non-alcoholic or low-alcoholic drinks.
The designation NapLap refers to “Non alcoholic/Low alcoholic place”. Besides, non-alcoholic or low-alcoholic beers, punters may imbibe all kinds of beer-based cocktails as well as home-made lemonade.
Several student associations have collaborated on this initiative which was intended to curb the phenomenon of occasional, excessive and swift consumption of alcoholic drinks or “binge drinking”. According to a survey 33% of the male student population and 15% of the female student population have experienced this at least once in the past year.
Theme nights are intended ranging from events, allowing new DJs to be discovered through to stand-up comedy or quiz nights.
In this venture, AB InBev has spotted a great opportunity to promote its non-alcoholic and low-alcoholic beers. The potential growth of this market segment is important in Belgium as the market share of this type of beer is only 2.1%, compared to the same markets in Germany and Spain which have 10.4% and 17.7% respectively.