Historic Brewery’s Low-Alcohol Beer Secures Supermarket Listing

St Austell Brewery has gained a listing for its first ever low-alcohol IPA with Morrisons.

Proper Job 0.5% is due to launch in the supermarket on the 23rd October and will be available in 286 stores across the country.

Independent and family-owned St Austell Brewery has been meticulously tweaking its recipe to create a low alcohol beer which celebrates Proper Job - its flagship IPA - with its famous hop-filled flavour profile.

The full-strength version of the beer is the best-selling bottled IPA in the off trade* and St Austell Brewery has high ambitions that its 0.5% equivalent will become one of the best no/low IPAs on the market.

Brewed with the same heartfelt craft, Proper Job 0.5% uses a special yeast to create a low-alcohol take on its bold original.

Ryan Crisp, Off Trade National Account Manager for St Austell Brewery, said:

“We’re thrilled to partner with Morrisons as the first supermarket to stock our debut low-alcohol beer. Proper Job 0.5% has been the overwhelming favourite against many of our competitors in extensive taste tests and we can’t wait for more customers to be able to purchase it readily in stores across the country.”

Harry Ball, Morrisons Buying Manager for Craft Beer & Ale added:

"We're excited to have Proper Job 0.5% hitting Morrisons shelves this October. This is an important market for us and one we know customers enjoy exploring new options in, so we're thrilled to be able to offer it in our stores."

The new listing comes off the back of the business’ bold Proper Job rebrand in March 2024 which features a striking new typeface and more prominent colourways, leaning on the brand and elevating its credentials.

Proper Job 0.5% will be launching in Morrisons at an introductory More Card price of £1.50 per 500ml bottle until the 31st December.