Iconic Australian beer brand XXXX has announced a major innovation within the non-alcoholic beer category with the launch of XXXX Zero, Australia’s first carbon neutral alcohol-free beer.
XXXX Zero has been brewed with Nelson Sauvin hops which Lion says gives the beer the same, classic malt flavour and clean aftertaste that consumers expect from the XXXX range. It is made with premium Australian barley.
XXXX Brand Director, Chris Allan says, “We’re excited to be adding an alcohol-free option to the popular XXXX range. Over our 144-year history XXXX has continued to evolve to meet changing consumer tastes.
“We’ve taken time to create a product that not only talks to a new generation of discerning drinkers but also gives a XXXX about the environment, as Australia’s first carbon neutral certified alcohol-free beer.”
He says that XXXX has consistently responded to consumer tastes, such as pioneering the mid-strength market with the launch of XXXX Gold and that the new XXXX Zero is reflects the shift in Australians’ drinking habits.
Australian drinking is trending in favour of moderation, and alcohol-free beer is one of the fastest growing segments within the beer category, growing at 62 per cent year on year*. Interestingly, Queensland is the largest alcohol-free beer market within Australia, outranking both New South Wales and Victoria.
“We’re committed to innovation that empowers Aussie drinkers to make the choices to suit their lifestyle,” said Mr Allan.
Additionally, as consumers seek out brands committed to sustainability, XXXX Zero has Climate
Active carbon neutral certification, with the brand already pledging to use 100 per cent renewable electricity by 2025.
A spokesperson from the Australian government’s agency Climate Active said, “Brewer Lion continues to be part of an ever-growing network of organisations taking climate action and working within their sectors to drive change.
“It’s great to see new carbon neutral products emerging in the market, providing more sustainable options for consumers. Reducing emissions is a shared responsibility and it is encouraging to see Australian brands like XXXX doing their bit.”
XXXX Zero is available in 330ml bottles to purchase in liquor stores and pubs in Queensland from May 2022. RRP $12 for a 6-pack.
*IRI Scan Data – March 2022
Photo by Nic Rounsefell for Lion