Appealing to the ‘better for you’ trend, Good Drinks has launched Rider Lite, a no carb, low calorie beer.

The full-strength lager contains just 78 calories, and aims to keep legal-age Gen Z and young millennial drinkers engaged with the beer category. Continuing with the innovative theme of the beer, the Rider Lite is printed with temperature-sensitive ink that will turn from white to purple when chilled.

The launch of Rider Lite will be supported with a digital and outdoor media campaign, experiential events and sampling. The marketing campaign will also feature Rider Lite’s engaging AI.

Good Drinks said that the drink and campaign is directed at a younger adult market, saying: “Good Drinks is proud to create a beer and brand that’s truly for this generation, focused on their unique needs and wants, to spur on the continued growth of the beer category.

“Throughout the research and validation process we went through in developing Rider Lite, younger consumers told us they are over ‘old school, blokey marketing’ and bitter, bloating beers. They’re turning to different categories more than ever with increasing focus on better-for-me options and taste preferences for easy-drinking brews, we’ve created this fresh and innovative take on Aussie lager.

“We’ve dialed up the refreshment and dialed back the carbs and cals. Put simply, it’s beer without burden.”

Rider Lite is Australian made, with a four per cent ABV, and available in 330mL bottles and kegs.

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