NielsenIQ Names A. Le Coq’s Väike Sass the Most Successful Low-Alcohol New Product of 2025 in Estonia

The international market research company NielsenIQ has announced the most successful new products of 2025. In Estonia, A. Le Coq once again received top recognition in the low-alcohol category, with its new pale lager-style beer Väike Sass named the most successful new product. In addition, the product ranked third overall among new products across the Baltics in 2025. The ranking was based on a combination of sales data and consumer feedback.

According to Pilvi Tering, Brand Manager at A. Le Coq, Väike Sass’s high position in the NielsenIQ ranking is highly significant for the company. “Väike Sass’s first place in NielsenIQ’s 2025 ranking of new products in Estonia is a very important recognition for us. It confirms that consumers value products with a fresh and youthful character and expect a modern approach even in the traditionally established beer category. Väike Sass was created precisely to meet these expectations – lighter than the larger Alexander beer, with a lower alcohol content and in a smaller package, while still offering a high-quality taste experience,” said Tering.

NielsenIQ selects the most successful new products of the year in two stages. First, products launched on the market are ranked based on sales performance, reflecting actual consumer purchases. In the second stage, a consumer survey is conducted to determine how many of the new products have been noticed and purchased at least once or repeatedly. The final ranking is based on an index combining turnover data and customer feedback. This method is used to identify the most successful products in each category. The NielsenIQ list of top new products is regarded as an important benchmark for product development and marketing across the Baltic states.