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Lion put $6M de-alcoholising plant to good use

Lion have made a significant commitment to the non-alcoholic beer category after spending $6 million on a de-alcoholising plant and releasing the new James Squire Zero as part of that brand’s core range.

Having already tasted success in the last year by taking James Squire on a new tangent with the successful Ginger Beer, Lion now hope the debut non-alcoholic beverage will continue the trend.

“James Squire is expanding its offering with bold innovation, using really advanced technologies to brew a quality, full-flavoured non-alcoholic beer,” Lion’s marketing director Anubha Sahasrabuddhe said.

“Our investment in a $6 million de-alcoholising plant shouts Lion’s commitment to the category, but also desire to produce the best zero alcohol beer on the market using the best tech in the world. We think we’ve done that.

“James Squire continues to innovate to meet the changing needs of the modern beer drinker. Last year saw the launch of James Squire Ginger Beer, now the number one alcoholic ginger beer in Australia. James Squire Broken Shackles Lager, also launched last year, now makes up 15 per cent of total James Squire sales. We’ve been overwhelmed by the uptake of these products and expect James Squire Zero to be received in the same way, especially when low or non-alc drinks are trending.”

Lion’s non-alcoholic play trails a flurry of activity in the drinks category in the last year which has seen the likes of Great Northern Zero be ranged nationally, a growing number of craft breweries enter the market while non-alcoholic beer was recognised for the first time with its own category at the 2021 Australian International Beer Awards.

In June Endeavour Drinks said sales of non-alcoholic drinks through BWS and Dan Murphy’s had increased more than 83 per cent in the 12 months previous, with alcohol-free beer proving to be the most popular with consumers.

James Squire Zero is available natiowide in both liquor stores and supermarkets and is retailing at $15 per six-pack and $44 per case.

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