May 2026: An entrepreneur’s lockdown commitment to focus on her health is the catalyst behind the launch of Björt, one of the world’s lowest-carbohydrate beers—born in Iceland and brewed in England.
Brought to market by Icelandic native Hrefna Bachmann, the crisp, refreshing, naturally gluten-free, low-carb lager features just 0.3g of carbohydrates per 330ml bottle. Created to specifically fill the gap in the UK market for a low-carb (the nearest competitor beer features 4g of carbohydrates), keto-friendly beer with reduced calorific content, Björt appeals to consumers seeking a healthier, exceptional lager that does not compromise on taste.
Retreating to her homeland during the pandemic, Hrefna prioritised her health and adopted a keto low-carb diet, which permits a daily limit of 22g. She soon realised that drinking just one beer consumed half her daily allowance. However, in Iceland and Scandinavia, the low-carb lager revolution was already in full swing, and there were opportunities to source a delicious lager without the carb loading.
Upon her return to London, it became apparent to seasoned marketeer Hrefna that the same guiltless, premium lager option was not freely available in the UK. So, in a climate where 64–66% of consumers[1] are adopting a proactive health approach—bringing the health-conscious consumer into the mainstream—the arrival of Björt signals the arrival of a new category within the beer sector, destined to emulate the same success experienced by low-carb brands operating in Nordic countries.
The result outshines the original lagers tasted in Iceland. Brewed by Sussex-based brewery Hepworth with a three-week fermentation process, Björt launches with a powerful proposition at a time when health remains high on the consumer agenda. It has already been selected to appear on the menu of a number of prestigious restaurants and was served to VIP guests at the recent world-first cinematic screening of David Attenborough’s A Gorilla Story.
Available in a 330ml bottle with clean, striking graphics, Björt is also available D2C, RSP £2.85 per bottle. The launch is being supported by a comprehensive PR and social media campaign, in addition to targeted sampling.
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[1] Mintel, August 2025
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