Australian beer brand XXXX has rolled out a new addition to the non-alcoholic beer category, XXXX Zero, branded as “Australia’s first carbon neutral alcohol-free beer.” 

XXXX Zero is an “easy drinking lager” made with barley malted in Queensland, offering the same, classic malt flavor and clean aftertaste from its range.

The new beverage has been brewed with Nelson Sauvin hops, which give off a slight aroma and crisp finish.

It is created for beer lovers who are looking to moderate their drinking and make a more sustainable beer choice.

“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,” remarks XXXX brand director, Chris Allan.

“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.”

The new beverage has been brewed with Nelson Sauvin hops, which give off a slight aroma and crisp finish.Better drinking habits emerge
There’s a rising trend in favor of moderation, as alcohol-free beer becomes the fastest-growing segment within the beer category, growing at 62% year-on-year, Lion highlights.

Queensland is the largest alcohol-free beer market within Australia, outranking both New South Wales and Victoria.

“XXXX previously pioneered the mid-strength market with the launch of XXXX Gold,” highlights Allan.

“We’re committed to innovation that empowers Aussie drinkers to make the choices to suit their lifestyle. XXXX Zero is a beer that can be enjoyed for more occasions.”

Greener beer trend
Tying into the brand’s industry sustainability efforts, XXXX Zero has Climate Active carbon neutral certification, with the brand pledging to use 100% renewable electricity by 2025.

A Climate Active spokesperson notes XXXX parent Brewer Lion is part of a growing network of organizations 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,” notes the spokesperson. “Reducing emissions is a shared responsibility and it is encouraging to see Australian brands like XXXX doing their bit.”

XXXX Zero is available in 330 ml bottles to purchase in liquor stores and pubs in Queensland.

Alcohol-free innovation pipeline
The avoidance of alcohol is fast becoming the norm for a growing minority of global consumers. The trend is reflected in the business activities of global beer brewers such as Kirin which plans to hit 209.5 million sold cases of alcohol-free beverages in 2022, a 2% increase compared to last year.

While this trend is evidenced across all age groups, it is most apparent in Generation Z consumers, with as many as a third of consumers aged 18-25 now saying that they never consume alcohol, according to a recent report from Innova Market Insights.

The consumption of low and no-alcohol is further expected to grow by 31% within two years, according to ingredients supplier Synergy Flavours. The flavor house recently introduced a range of low-and no-alcohol beverages featuring bitters, fermented notes, gin, pink gin, aperitif and rum flavors.

Last February, researchers in Denmark discovered a new way to brew non-alcoholic beer that tastes just like regular beer. In addition, the method is far more sustainable than the existing brewing techniques, hailed as “a game-changer for non-alcoholic beer.”

Taking the mindful drinking trend a step further, some brands are experimenting with functional beers. According to the founder of the Uddelaer Brewery, alcoholic beer is anticipated to be pushed out by sporty alternatives – including the brand’s own drink infused with Rousselot’s bovine Peptan collagen protein.