Global consumption of non/low alcohol beer has soared to record highs with the segment increasing by 34% in the past five years. The nation’s leading brewer, Lion, launched new Hahn Ultra to meet the growing interest from Aussies.
At 0.9% ABV, Hahn Ultra is very low in alcohol yet crafted to offer the full flavoured beer taste that Aussies love.
Res Publica developed a strategic communications plan to introduce Hahn Ultra to media and consumers, and re-engaged with members of the Lion Advisory Panel for the campaign launch.
Ben Slocombe, Marketing Director for Lion said that in Australia, consumption of low alcohol beer has remained low by comparison and the understanding of its benefits has been limited, but we are beginning to see this evolve in line with consumers’ overall focus on wellbeing.
“We believe Hahn Ultra is going to bring new interest to the low alcohol category. We are offering more choice to people who are looking to moderate their alcohol consumption, but still want to connect socially and enjoy a great tasting beer.”
The PR launch has sparked nationwide media conversations around the non/low alcohol segment and how new Hahn Ultra is going to shake up the current market offering.