St Austell Brewery announce big change to one of Cornwall's favourite beers
There's been a big change to Cornwall's favourite beer as a new version has been announced. St Austell Brewery will soon be selling Proper Job 0.5 per cent, after two years in development, meaning you'll be able to enjoy a pint of proper Cornish ale even if you don't drink alcohol.
The independent, family-owned 173-year-old brewery has been meticulously tweaking its recipe to create a beer to match Proper Job’s flavour profile. The business has said it has high ambitions that its 0.5 per cent equivalent will become one of the best no/low IPAs on the market.
Proper Job 0.5 per cent abv is brewed with Cascade, Willamette and Chinook hops - the hops in Proper Job – giving those signature citrus, grapefruit and pineapple flavours in a clean and crisp low-alcohol version.
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Brewing director for St Austell Brewery, Georgina Young, said: “Low and no-alcohol drinks have been around for decades but there’s been a significant increase in demand over the past five years. Knowing how loved Proper Job is amongst beer drinkers, we opted to respond to this demand by bringing the big, vivid flavours of our flagship brand to the low-alcohol market.
“Whilst it’s been a long time coming for St Austell Brewery to release a low-alcohol beer, we took time to evolve a brewing method that would create a naturally authentic IPA, worthy of being branded Proper Job 0.5 per cent. 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.”
Georgina added: “Consumer testing was the final stage in our journey and we were thrilled it was deemed the overwhelming favourite against many of our competitors in extensive taste tests.”
With lager dominating the low-alcohol market, and almost two in three visits to a pub/restaurant now involving non-alcoholic drinks, St Austell Brewery, which also owns 160 pubs across the south west, wanted to stand out with its much loved IPA. Whilst moderating is a year-round preference for many, its launch comes at the optimum time for people opting to go sober for October, or to enjoy the festive period with a full-flavoured beer without the alcohol - it’s also set to be the perfect partner for those gearing up for Dry January.
Proper Job 0.5 per cent is launching into the on trade in a 500ml bottle from October 10 and will also be available to order online via the St Austell Brewery shop and across its pub estate from October 14. Can and draught formats will follow in the months to come.
For more information and to order Proper Job 0.5 per cent visit www.staustellbrewery.co.uk.