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 October 10, 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, and the business has high ambitions that its 0.5% equivalent will become one of the best no/low IPAs on the market.
Proper Job 0.5% abv is brewed with Cascade, Willamette and Chinook hops – the hops in Proper Job – giving those signature citrus, grapefruit and pineapple flavours.
Brewing director, 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.
“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.
“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.”
Proper Job 0.5% is launching into the on trade in a 500ml bottle from October 10 and will also be available to order online via the St Austell Brewery shop and across its pub estate from October 14. Can and draught formats will follow in the months to come.
