St Austell Brewery Breaks into Low-Alcohol Market with Proper Job 0.5%

Cornish brewery taps into low-alcohol market with new IPA

St Austell Brewery, a long-established name in British brewing, is set to launch its first low-alcohol beer under the Proper Job brand this October. Proper Job 0.5% will be available from 10th October, marking the brewery’s entrance into the growing no/low alcohol beer market.

A Two-Year Journey to the Perfect Recipe

St Austell brewery, which has been crafting some of the nation’s favourite beers for over 170 years, has spent more than two years perfecting the recipe for Proper Job 0.5%. This new addition mirrors the signature flavours of the original Proper Job IPA, known for its citrus, grapefruit, and pineapple notes, while offering a low-alcohol alternative.

Brewed using Cascade, Willamette, and Chinook hops, Proper Job 0.5% is designed to bring the full flavour experience of its 5.5% counterpart to those seeking to moderate their alcohol intake.

Georgina Young, Brewing Director at St Austell Brewery, highlighted the increasing demand for low and no-alcohol drinks, particularly in the last five years, and emphasised that the new beer maintains the bold, vivid flavours Proper Job fans expect.

Available in Bottles, with More to Come

Proper Job 0.5% will be available in 500ml bottles from 10th October, initially launching into the on-trade. It will also be available to order online through the St Austell Brewery shop and in its pubs from 14th October. The brewery plans to release the beer in can and draught formats in the coming months.

This launch comes at a prime time, with more people choosing to reduce their alcohol consumption. It will be an appealing option for those participating in “Sober October” and those looking ahead to Dry January.

Don’t forget to order your bottles of Proper Job 0.5% online on the 14th October.