Under the Morland & Co brand, Greene King is introducing a 0.5% ABV version of its premium ale, Old Speckled Hen.
Old Speckled Hen Low Alcohol faithfully delivers flavour characteristics reminiscent of the 5.0% ABV bottled beer, says Greene King, and echoes the familiar malty toffee and caramel notes which gives Old Speckled Hen its rich smooth and distinctive flavour.
Like the original, it is brewed with pale and crystal malts alongside Challenger, First Gold and Goldings hops, allowing the unique toffee malt character, for which it is known, to shine through.
The no- and low-alcohol beer sector is rapidly growing and is now the second fastest growing beer category in supermarkets, after craft beer, and is now worth £48.6m — up 35.1% in the last year according to Nielsen data.
Nearly a quarter of adults claim they have consumed no- or low-alcohol beer in the last year as the healthy living lifestyle trend continues to rise.
Expert tasting panel analysis
Matt Starbuck, managing director, Greene King Brewing and Brands, said: “Important in the decision whether to introduce low- or no-alcohol versions of our famous beer is the driving belief that the beer should always taste like a proper beer.
“After extensive consumer tasting trials and expert tasting panel analysis, it was decided to introduce a low-alcohol version so our brewers could absolutely match that consumer expectation.
“The low alcohol beer market is fast evolving as people’s drinking habits adapt to fit with healthier lifestyle choices. Choosing alcohol-free drinks shouldn’t mean compromising on the occasion and there is an ever-increasing demand for a grown-up alternative to soft drinks and alcohol-free beers that simply don’t hit the taste mark.
“Old Speckled Hen is a trusted and much-loved brand whose gluten-free version swiftly rose to become market leader when it launched in 2017, and we are confident that Old Speckled Hen Low Alcohol will achieve just that in this market category.”
