New releases

James Squire releases zero-alcohol beer

Lion has expanded its offering in the alcohol-free market with the launch of James Squire Zero as an addition to the brand’s core range.

Responding to consumer demand for an alcohol-free, full-flavoured beverage, the beer is brewed in Sydney and designed for those seeking moderation in social drinking occasions. It balances malt and hop notes for a clean, crisp finish. 

“James Squire is expanding its offering with bold innovation, using really advanced technologies to brew a quality, full-flavoured non-alcoholic beer,” said Anubha Sahasrabuddhe, Lion Marketing Director.

“Our investment in a $6 million de-alcoholising plant shouts Lion’s commitment to the category, but also desire to produce the best zero alcohol beer on the market using the best tech in the world. We think we’ve done that.”

The 2021 IWSR Drinks Market Analysis No- and Low-Alcohol Strategic Study shows volumes in Australia increased by +2.9% in 2020. Overall, the no- and low-alcohol market outperformed regular alcohol, which registered a volume decline of -1.4% over the year. IWSR is forecasting that the no- and low-alcohol volume in Australia will grow by +16% 2020 to 2024.

Data from Endeavour Group, the parent company of BWS and Dan Murphy’s, shows sales have increased more than 83% in the past 12 months at its stores.

“James Squire continues to innovate to meet the changing needs of the modern beer drinker,” said Sahasrabuddhe. “Last year saw the launch of James Squire Ginger Beer, now the number one alcoholic ginger beer in Australia. James Squire Broken Shackles Lager, also launched last year, now makes up 15% of total James Squire sales. We’ve been overwhelmed by the uptake of these products and expect James Squire Zero to be received in the same way, especially when low or non-alcoholic drinks are trending.”

The zero alcohol beer is available nationally in all good liquor stores and supermarkets at RRP $44 per case/$15 per six-pack.

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Categories: New releases