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Danish borough of Carlsberg is setting down its pint and picking up a bottle of juice,

for the princely sum of 3.3 billion pounds. It's one of a string of forays by booze purveyors

into the world of low or no-al alcohol beverages, as demand rises among younger,

health-conscious drinkers. Whether this is the start of a major shift to rival the turmoil in the

tobacco industry, or an overly frothy gambit with an eye on profit margins, is the topic of

this week's viewsroom. Welcome back to the views room. I'm Jonathan Guilford. This week, I'm joined by Breaking

View's Associate Editor Amy Donnellan and Europe editor George Hay, who have been digging into

efforts by Carlsberg and its rivals to move into the low alcoholic drink space. So stay tuned

for the Views, the weekly podcast from Reuters Breaking Views, where I chat with fellow columnists

about the big stories of the week.

And please, rate us or leave us a review on whatever podcast platform you find us.

I'm coming to you from New York City.

So, Amy, George, welcome back to the views room.

Thanks, Jonathan.

Hi, Matt.

So we've just seen Danish beer brewer, Carlsberg, conclude a lengthy and somewhat expensive takeover battle for fruit juices, of all things.

Amy, you've been well into this.

Why is a lager maker so keen on getting into OJ?

Yeah, so you might look at this deal. So this is basically Carlsberg buying Britwick, which is a

British sort of soft drink maker is the best way to describe it. So for our British listeners,

a lot of the brands that you probably

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