Cornish family-owned brewery St Austell has made its first foray into the low/no market with the launch of Proper Job 0.5%.
Two years in development, the new beer is a low-alcohol version of the brewery’s 5.5% ABV Proper Job IPA, the off-trade’s bestselling bottled IPA.
It is brewed with a special yeast, as well as the same hops used for the full-strength version, to yield a similar citrus, grapefruit and pineapple flavour profile.
In consumer testing, St Austell said the 0.5% brew was declared “the overwhelming favourite” against competitor drinks.
Georgina Young, Brewing Director for St Austell Brewery, commented: “While 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.”
Proper Job 0.5% launches initially into the on-trade in 500ml bottles on 10 October ahead of a wider roll out in a number of formats in the coming months.
