Liberation Brewing Co (part of Liberation Group) has launched its first low alcohol product – Liberation IPA Zero (ALC less than 0.5%).
Echoing the company’s original Liberation IPA recipe, Liberation IPA Zero is an easy-to-drink and refreshing ale made with a punchy blend of English, US and New Zealand hops which balance stone fruit, citrus and bitter notes. Liberation IPA Zero has all the strong, big flavours of a normal IPA but without the alcohol.
Tim Hubert, Managing Director, Liberation Wholesale and Liberation Brewery says: “According to ONS data, a fifth of Brits are now teetotal, making them an obvious market for alcohol-free adult drinks. The NoLo market is only going to grow in popularity as consumers demand more choice.
"It's vital that, as an award-winning brewery, we continue to innovate, keep up with changing tastes and create products we know our customers are going to love.”
The UK’s NoLo market was recently valued at £143m by research firm Kantar with under-25s among the most likely to purchase alcohol-free drinks. According to IWSR Data, the NoLo market is predicted to grow by 34% by 2024 and it is expected that overall alcohol volume consumption in the UK will decline by 10% in the coming year.
Tim Hubert continues: “Unlike some low alcohol ales that can sometimes lack depth and flavour, Liberation IPA Zero has been brewed using age-old techniques meaning it packs a real punch. As a result, those wishing not to consume alcohol won’t miss out and can enjoy a draught beer which is authentically produced and flavoured.”
Liberation IPA Zero is available on draught at Five Oaks, The Old Court House, Post Horn, Le Hocq and Thomas De La Rue now and in 330ml bottles from the 21st March.