St Austell has released its first low-alcohol beer under its flagship IPA brand, Proper Job.
Launching from 10th October, St Austell Brewery has been perfecting Proper Job 0.5% abv for more than two years, the company said.
The independent and family-owned 173-year-old brewery has been meticulously tweaking its recipe to create a beer which celebrates Proper Job’s famous flavour profile. The full-strength version of the beer is the best-selling bottled IPA in the off trade* and St Austell Brewery has high ambitions that its 0.5% equivalent will become one of the best no/low IPAs on the market.
It’s St Austell Brewery’s first new category launch since they entered the lager market with their flagship brand korev in 2010.
Brewing Director for St Austell Brewery, Georgina Young, said: “Low and no-alcohol drinks have been around for decades but there’s been a significant increase in demand over the past five years.
“Knowing how loved Proper Job is amongst beer drinkers, we opted to respond to this demand by bringing the big, vivid flavours of our flagship brand to the low-alcohol market.
“Whilst it’s been a long time coming for St Austell Brewery to release a low-alcohol beer, we took time to evolve a brewing method that would create a naturally authentic IPA, worthy of being branded Proper Job 0.5%. We wouldn’t settle for anything less than a well-bodied, tasty IPA without the alcohol, and we’ve finally perfected a recipe which has nailed that.”
She added: “Consumer testing was the final stage in our journey and we were thrilled it was deemed the overwhelming favourite against many of our competitors in extensive taste tests.”
