Inspired by market trends of moderation and choice in the better-for-you category, Hawke’s Brewing has kept their consumers’ needs front of mind adding to its range of low alcohol, full flavour beers.
The brand new ‘Half Pacific’ is a 1.75 per cent ABV pacific ale with notes of passionfruit, peach and orange and is set for release alongside the relaunched Hawke’s Underdog as ‘Mid-Lager’ with both set to hit shelves in mid-late September.
Head Brewer Brodie French said the Hawke’s Half Range was first inspired by National Sales Director Stavros Yiannoukas who set him the challenge of creating a flavoursome beer that contained 0.5 standard drinks in a tin.
“We believed that a lot of the non-alc beers on the market missed the mark and don’t deliver the full flavoured beer experience. The challenge with low alcohol beers is retaining body while also balancing its key attributes so it delivers what the consumer expects – a beer they can have more than one of.”
Hawke’s Head of Marketing Kate Sorensen said the latest styles are building on the success of the Hawke’s Half XPA over the last two years.
“It was incredibly exciting to be the first to market with a quality product that offers consumers half a standard drink in a tin. The response in market proved to us this was a category consumers are buying into.”
Demand for mid-strength and low-alcohol options continues to grow, with Sorensen saying it has been driven by consumer awareness around wellbeing in recent years.
“There has been a greater interest in ‘better for you’ products within the alcohol category, which has led to consumer curiosity in the low-alcohol space. Combine that with the rise in quality low and no options, and it’s become a lot easier for people to not just think about what they’re drinking, but to moderate their intake,” she said.
She added: “People are more willing to give it a try now that the idea of moderating alcohol consumption has become the new norm.”
Sorensen said the Hawke’s half range is designed for the social moments when people are up for a drink but only half keen on the alcohol.
“Whether a mid-week pub dinner with mates or just wanting to pace themself on a night out, Hawke’s Half gives people the chance to stay social without the impact of full-strength beers.”
Half Pacific was developed through considered market research, engaging with existing consumers about what they wanted next in the space – and the answer is choice.
“With more consumers looking for choice, it felt like the right time to launch our Half Pacific Ale. The half range also presents value for money for consumers who are chasing a hoppy/fruity beer that won’t burn a hole in their wallet,” said Sorensen.
French added: “We want consumers to have the option without the need to compromise on all the attributes they love most about beer, but especially flavour. Low alcohol beer can still be flavoursome and satisfying and at the same time deliver low calories and less alcohol.”
The new range, which brings together full flavour and strategic market insight will be available in September.
