Sipping on Success

Proper Job 0.5% and the art of moderation.

January – it’s the month of new beginnings, resolutions and recalibrating after a festive season of indulgence. While the temptation to dive headfirst into rigid detox plans is strong, the Cornish way suggests a gentler approach – moderation.

Enter Proper Job 0.5%, St Austell Brewery’s low-alcohol twist on its iconic IPA. Full of zesty flavour – but without all the alcohol –  it’s the perfect companion for those seeking balance without sacrificing the joy of a proper pint.

Cornwall’s rugged charm offers a natural backdrop for a healthier mindset. Whether it’s a brisk morning sea swim in the crystal waters of Porthminster Beach in St Ives, the shock of cold water jolting you to life before ambling through the quaint town streets to The Lifeboat Inn on the waterfront, or a spirited trek along the South West Coast Path, ending in a pit-stop at the Port William Inn in Tintagel, with its sweeping views over the rugged coastline of Trebarwith Strand. By mid-afternoon, you’ve earned a little reprieve.

But what to do when a well-deserved trip to the pub threatens your hard-won momentum? Fear not. This juicy, hop-led IPA is brimming with citrus, grapefruit, and pineapple notes – courtesy of Cascade, Willamette and Chinook hops – all while keeping the alcohol dial firmly in the moderation zone.

Proper Job 0.5% fits seamlessly into a sociable pint with friends, a post-walk debrief by the fire, or simply that moment of indulgence you’ve earned. It champions inclusion, allowing those pursuing healthier lifestyle changes to savour a well-bodied, punchy IPA. Whether you’re embracing mindful drinking, easing into a year of wellness, or simply fancy something refreshing, Proper Job 0.5% proves you can have your pint and drink it too.

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