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James Squire enters zero-alcohol category with full-flavoured brew

James Squire enters zero-alcohol category with full-flavoured brew
James Squire enters zero-alcohol category with full-flavoured brew

Australian brewery James Squire has added a no-alcohol beverage, Zero, to its core range as a response to increasing consumer demand for alcohol-free alternatives.

Lion, which makes the James Squire brand, says Zero is designed for consumers “seeking moderation” but still wants to experience the flavour of a full-strength beer. 

The alcohol-free beverage is crafted in Sydney with a balance of hop and malt notes, offering a “crisp and clean” flavour.

“James Squire is expanding its offering with bold innovation, using advanced technologies to brew a quality, full-flavoured non-alcoholic beer,” said Anubha Sahasrabuddhe, MD at Lion

“Our investment in a $6 million de-alcoholising plant shouts Lion’s commitment to the category, but also desire to produce the best zero alcohol beer on the market using the best tech in the world. We think we’ve done that.”

James Squire Zero is available nationwide in supermarkets and liquor stores at RRP $44 per case and $15 per six pack.

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