Appealing to the “better for you” trend, Good Drinks has launched Rider Lite, a no carb, low calorie beer brewed with electrolytes.
The full-strength lager contains 78 calories and aims to keep legal-age Gen Z and young millennial drinkers engaged with the beer category. Rider Lite is also printed with temperature-sensitive ink that will turn from white to purple when chilled.
In a statement, Good Drinks said: “Rider Lite is all about easy-drinking refreshment. Carefully brewed to keep it carb free, low in calories and ultra low bitterness, we’ve selected and added specific electrolytes to build out the body and for a super-smooth, thirst-quenching finish.”
The launch of Rider Lite will be supported with a digital and outdoor media campaign, experiential events and sampling. The marketing campaign will also feature Rider Lite’s engaging AI.
Good Drinks said that the drink and campaign is directed at a younger adult market, saying: “Good Drinks is proud to create a beer and brand that’s truly for this generation, focused on their unique needs and wants, to spur on the continued growth of the beer category.
“Throughout the research and validation process we went through in developing Rider Lite, younger consumers told us they are over ‘old school, blokey marketing’ and bitter, bloating beers. They’re turning to different categories more than ever with increasing focus on better-for-me options and taste preferences for easy-drinking brews, we’ve created this fresh and innovative take on Aussie lager.
“We’ve dialed up the refreshment and dialed back the carbs and cals. Put simply, it’s beer without burden.”
Rider Lite is 4.0% ABV and is available in 300mL bottles and kegs.