st peter's brewery without range

St Peter's re-launches alcohol-free beer range

18 December, 2019

St Peter’s Brewery in Suffolk, UK, has re-launched its zero alcohol beer four years after it was first introduced.

The St Peter's Without was first launched in 2016 but the brewery has taken steps to refresh the recipe to appeal to a new range of potential customers.

“When we first launched Without it was one of very few zero alcohol craft beer products available in the mainstream and it has been incredibly popular, but we want the brand to continue to reach across all age groups and different motivation for purchase,” said John Hadingham, managing director at St Peter's Brewery.

“A lot has changed in four years and there's a new breed of no/low consumers, many of whom are under 25 and are looking for a refreshing and full bodied zero alcohol beer that has hoppier and more refreshing flavours.

“We've been experimenting with our liquid and feel we've achieved something that will not only appeal to our current consumers, but also attract the new and discerning no/low alcohol purchasers.”

The brewery has made changes to the profiles of Without Gold, Without Original and Without Elderberry & Raspberry, which launched in June.

“The beers have more citrus style hops such as Simcoe we have greatly improved the product to appeal to a much wider, adventurous audience.”

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