Australian beer brand Hahn has unveiled a very-low-alcohol beer, Hanh Ultra, to meet growing global demand for lighter-in-alcohol products.
The non/low-alcohol beer segment has increased by 34 per cent in the past five years, prompting Hahn parent company Lion to brew a full-flavoured beer with 0.9 per cent alcohol by volume, equivalent to just 0.2 standard drinks per 330ml bottle.
“A key reason for the international growth in non/low-alcohol beer has been the improvement in taste, and our research told us that two of the top barriers for Australians are poor taste perception and lack of choice,” said Ben Slocombe, Marketing Director for Lion.
“In Australia, consumption of low-alcohol beer has remained low by comparison (with overseas trends) and the understanding of its benefits has been limited, but we’re beginning to see this evolve in line with consumers’ overall focus on wellbeing.”
Mr Slocombe says he believes Hahn Ultra, which has been six years in the making, is set to bring new interest to the low-alcohol category.
“We’re 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,” he said.
“It’s 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.”
