By Andy Young and Annette Shailer, editor Beer and Brewer
Lion is targeting the growing global trend for non/low alcohol beers, with the launch of Hahn Ultra in Australia.
The 0.9 per cent ABV beer is just 0.2 standard drinks per bottle and Lion’s marketing director Ben Slocombe told TheShout, that the company only decided to launch the beer once it was happy it offered a full-flavoured taste.
“We’ve been working on Hahn Ultra for six years,” Slocombe said. “We only ever want to put out a Hahn beer that we are totally happy with. Brewing technologies are improving and as a big brewer we have the capability to brew better quality beers at lower ABVs. We think beer drinkers will be really impressed when they try it.”
That improvement in brewing technology is one of the key drivers behind the global increase in low alcohol beer consumption, as well as the general trend towards overall health and well-being and a moderation of alcohol consumption.
“In Australia, consumption of low alcohol beer has remained low by comparison and the understanding of its benefits has been limited, but we are beginning to see this evolve in line with consumers’ overall focus on wellbeing.
“We believe Hahn Ultra is going to bring new interest to the low alcohol category. We are offering more choice to people who are looking to moderate their alcohol consumption, but still want to connect socially and enjoy a great tasting beer.
“It is becoming more acceptable for people to choose a lower alcohol beer – the long-term growth of the mid-strength category in this country is testament to that – and the launch of Hahn Ultra now offers them another great choice,” Slocombe said.
Hahn Ultra is described as having a light and crisp palate with a floral hop aroma and flavour. The beer will be sold in liquor stores nationwide and in select on-premise venues.