Big Taste, Low Alcohol

St Austell Brewery launches a low-alcohol beer that is set to redefine the beverage market.

St Austell Brewery, an independent, family-owned business established in Cornwall in 1851, has just unveiled its latest innovation in the beer market: Proper Job 0.5%, its first low-alcohol beer under the popular Proper Job IPA brand. Known for its award-winning range of beers like Tribute Pale Ale, Proper Job IPA, and Korev Lager, St Austell Brewery’s products have long been staples in pubs and supermarkets nationwide. The company operates over 160 pubs, inns, and hotels across the West Country, and with its acquisition of Bath Ales in 2016, it has expanded its brewing capacity to include both St Austell and Bath breweries.

Having spent over two years refining the recipe for Proper Job 0.5%, a low-alcohol version of its flagship IPA, it launched on 10th October. The release responds to the growing demand for no and low-alcohol beverages, a trend that has surged over the past five years. It retains the bold, signature flavours of an original and authentic IPA, using Cascade, Willamette, and Chinook hops to deliver citrus, grapefruit and pineapple notes in a clean and crisp brew, but with just 0.5% alcohol.

Brewing Director Georgina Young shared that the brewery was determined to create a low-alcohol IPA that still embodied the punchy flavour of Proper Job. After extensive consumer testing, Proper Job 0.5% emerged as the overwhelming favourite when compared to competitors in the category. She says, “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.”

The release of this new thirst-quenching beverage comes at a perfect time, with increasing numbers of consumers opting for moderation and a rise in non-alcoholic drink consumption in pubs. Proper Job 0.5% offers a full-flavoured option for those observing Sober October or gearing up for Dry January. Launching into the on trade in a 500ml bottle from October 10th it will also be available to order online via the St Austell Brewery shop and across its pub estate from October 14th. And with can and draught formats to follow in the months to come,
St Austell Brewery is poised to make an impact in the growing no/low-alcohol beer market.

St Austell Brewery
St Austell PL25 4BY
www.staustellbrewery.co.uk