After two years in the making, St Austell is launching its first ever low-alcohol beer, a 0.5% ABV version of its popular Proper Job IPA, on 10th October.
The family-owned 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% ABV equivalent will become one of the best no/low IPAs on the market.
St Austell’s first new category launch since they entered the lager market with korev in 2010, Proper Job 0.5% is made using a special yeast to create a low-alcohol take on the bold original.
“Low- and no-alcohol drinks have been around for decades, but there’s been a significant increase in demand over the past five years,” said St Austell brewing director Georgina Young.
“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.”
Georgina 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.”
The beer will initially be in bottles and will launch in can and draught formats in the months to come.
