The brewery behind some of the nation’s favourite beers 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 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. Masterfully brewed with the same heartfelt craft, Proper Job 0.5% uses a special yeast to create a low-alcohol take on its bold original.
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.”
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.”
In a category dominated by lager, and with almost two in three on trade visits involving non-alcoholic drinks,** St Austell wanted to stand out with its much loved IPA. Proper Job is already a nationally recognised brand and has growing volume across both the on and off trade, backed by its recent rebrand in 2024.
Proper Job 0.5% is launching into the on trade in a 500ml bottle from October 10th and will also be available to order online via the St Austell Brewery shop and across its pub estate from October 14th. Can and draught formats will follow in the months to come.
For more information and to order Proper Job 0.5% visit www.staustellbrewery.co.uk.
*Circana Scantrack / All Outlets Volume / L52wks to 10.08.24.
**KAM Media ‘Drinking Differently’ No/Low Report 2024.
