12 August, 2021

James Squire Goes Zero With Launch Of Full Flavour Alternative

Premium brewer, James Squire is set to enter the alcohol-free market with the launch of James Squire Zero as an addition to its core range. Responding to demand for an alcohol-free, full flavoured beverage, James Squire brings its brewing heritage and credentials to an increasingly thirsty audience looking for alcohol-free alternatives.

Brewed in Sydney, James Squire Zero is designed for those seeking moderation in social drinking occasions, but still prioritising the full, refreshing flavour of a full-strength beer. It is an expertly crafted flavoursome alcohol-free brew with a balance of malt and hop notes for a clean, crisp finish. From a brand renowned and trusted by beer lovers for its quality, the flavour of James Squire Zero plans to disrupt the non-alcoholic market. As the category’s popularity continues to skyrocket, perceptions of flavour and quality missing from non-alcoholic beers continues to circulate with beer drinkers.

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

“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% 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.”

James Squire Zero will be available nationally from 9 August in all good liquor stores and supermarkets at RRP $44 per case/$15 per six-pack, as well as in bottles at James Squire brewhouses.


Media enquiries:

Hannah Evans, Liquid Ideas | hannahevans@liquidideas.com.au | +61 424 083 499

Jessica Nutt, Liquid Ideas | jessicanutt@liquidideas.com.au | +61 450 933 491