Lion Australia’s XXXX brand has unveiled its latest ultra low carb beer: XXXX Ultra Zero Carb. The new release, which features less than 0.5 grams of carb per bottle and less than 0.1 grams per 100mL on tap, aims to capitalise on the growing better-for-you trend.
According to XXXX Field Sales Director Pat Donohue, “this new product not only aligns with the broader cultural movement towards mindful consumption but also ensures that enjoying a great beer doesn’t mean compromising on taste or quality. It also reflects our commitment to innovation that empowers Aussie drinkers to make choices to suit their lifestyle.
A refreshing and easy-drinking Australian lager brewed using Rho hops, the new product follows on from Lion’s growing zero carb portfolio which also features products from Hahn, Tooheys, and Byron Bay Lager.
Drinks Trade recently caught up with Kerry Appathurai, Sales Director at Lion Australia, to discuss Lion’s new Ultra Zero Carb segment.
“consumers are looking for more mindful choices; so with that, we are focused on recruiting the next generation of drinkers through overcoming the most common barriers within beer,” she said.
“Aussie drinkers are paying close attention to carbs, calories and sugar in their drinks. Innovation in beer that overcomes these barriers without compromising on taste will be the key to unlocking recruitment into the category. It is an exciting time for the category.”
Kerry Appathurai also recognises the strong potential of mid-strength beers, an adjacent better-for-you category.
Appathurai said, “there is also continued growth in Mid-Strength beer, with Australia being one of the biggest mid-strength markets in the world… When you overlay low carb, together these segments are the growth engines for the category.”
Pat Donohue added, “over our 146-year history, XXXX has continued to evolve to meet changing consumer tastes… Having pioneered the mid-strength category with XXXX Gold, we now aim to revolutionise the market once again with our new zero carb offering and we can’t wait for Aussies to try it.”
XXXX Ultra Zero Carb is now available in major retailers nationwide and in select Queensland stadiums at an RRP of $20.50 per 6-pack and $52 per case of 24.
To read more about Lion Australia’s new focus on zero carb beers, click here.
