It’s not because I’m a purist, but because historically, low and no-alcohol beers have been of a poor standard – thin, papery in taste and generally not a great experience.
For me, if I ever went to the pub without having an alcoholic drink, I would have a fizzy soft drink or an orange juice to avoid a disappointing substitute for a beer.
Growing demand
But with the demand for low and no growing and more people visiting the pub wanting non-alcoholic options, the time was right to develop a low-alcohol beer that could truly stand up as a decent alternative.
Proper Job made sense as St Austell Brewery’s first foray into that world, with its delicious citrus-packed hop load, using our prominent IPA brand as its foundation.
We trialled around 15 different brews, experimenting with various techniques and ingredients, such as using different hop compounds. In the end, we came back to using whole hop cones. Rather than de-alcoholising the beer, we opted for a unique yeast strain that doesn’t contribute to fermentation.
Inclusive experience
The yeast has worked impeccably well at taking out those sulphuric flavours you often get with low alcohol beers, giving Proper Job 0.5% the most natural and well-bodied taste possible. It allows the hop characteristics of Chinook, Cascade and Willamette to sing.
For us, it was about creating a beer worthy of being called Proper Job, providing an inclusive experience whether you’re enjoying a low alcohol beer at home or in a pub, with a proper pint feel.
I’m very proud of the beer that we’ve produced, and for me, I’d be very happy to ditch the juices at the pub and indulge in a Proper Job 0.5% instead.