Ben Roberts was not allowed to buy zero per cent beer at Countdown because his wife did not have her ID with her.

It looks like beer, it's brewed like beer, but it has no alcohol – so should you need ID to buy it?

Auckland resident Ben Roberts doesn't think so, and was annoyed when he and his wife were denied by Countdown Lynfield.

Roberts, 22, had ID but his wife Sarah, 31, did not and the couple were told that although DB Export Citrus was alcohol-free, it was still treated as an alcoholic beverage.

The product has zero per cent alcohol but the packaging is similar to that of normal DB Export beer, and the supermarket displays it next to the usual beer range.

READ MORE:

* Alcohol-free beer given legislation lifeline

* Auckland alcohol rules get tougher

* Three Auckland Countdowns suspended from selling alcohol

* DB brews biofuel from beer by-product

Roberts said he was taking a break from beer and saw Export Citrus as an alternative.

But he was shocked when told by the cashier he could not buy the 12-pack. "I said to them 'it's non-alcohol' and he said 'yeah, we need your ID though, as it comes under the alcohol category'.

"I just thought it was a bit of a joke really, because it's zero per cent, you're not actually trying to buy alcohol."

It was especially annoying because the couple had bought alcohol on multiple occasions before and never been asked for identification.

During the discussion with the staff member, Roberts said he was told several other customers had also questioned the policy.

He believed it was fair to refuse sales to young children but there should be some leeway in regards to customers who were obviously older.

"They can tell we're both adults... they can tell we're not children trying to buy beer that's not beer.

"They should use their discretion as they're not actually selling alcohol to anyone, are they?"

Countdown spokesman James Walker said zero per cent alcohol was a substitute for alcohol and the company's policy was to treat it as such.

The supermarket chain also stocked Clausthaler, which was 0.5 per cent, and Bitburger Drive Zero.

"These products are a fast-growing category, as our 18+ customers look for low or no-alcohol alternatives.

"It's Countdown's policy that zero per cent and low products should be treated like the rest of our beer and wine products and sold responsibly."

Foodstuffs New Zealand, which owns the Pak 'n Save and New World brands, also confirmed it would not sell the product to customers under 18.

DB senior communications adviser Simon Smith said Export Citrus zero per cent was designed for, and targeted at, legal drinkers.

"As such, we support retail partners who require ID from customers to prove the purchaser is over 18 if they believe that is appropriate."

Last month brewers voiced their concern that under current legislation, beer with alcohol levels of 1.15 per cent must be kept separate from more potent drinks, which have to be displayed within a designated area.

But supermarkets were also reluctant to display no-alcohol beers next to soft drinks and juice, because of the packaging.

Justice Minister Amy Adams admitted there was a problem, and announced the regulations would soon be amended.

"It doesn't make sense that supermarkets technically cannot place these non-alcoholic products alongside alcohol when we're trying to promote responsible drinking.

"It's also irritating for supermarkets and confusing for customers."