Innis & Gunn reveals alcohol-free detox beer
Innis & Gunn has revealed “the first detoxing beer of its kind” to tap into the trend for lower or no alcohol products.
The Scottish craft brewer has launched Innis & None, which is a 0.0% abv pale ale, containing vitamin C and ginseng – ingredients known to boost the immune system and improve energy levels – as well as guarana, which is known to aid weight loss and enhance athletic performance.
The beer has also been brewed using a unique blend of hops including Columbus, Tomahawk, Magnum, Hercules and Apollo, which produces a zesty pale ale with big hop bitterness, resulting in all the flavour of a refreshing pale ale but without the alcohol.
Dougal Gunn Sharp, founder and master brewer, said: “The versatility of beer excited me as a brewer. Great beer does not necessarily have to contain alcohol. We approached brewing Innis & None, as we do with any of our beers, using quality ingredients to produce a bold flavoursome taste.
“Taking alcohol content down to zero is part of our belief that beer is for everyone, even those who don’t or can’t consumer alcohol. I believe this pale ale stands up to the best of them. With the added Vitamin C and ginseng, you’re now also getting a boost to the immune system for the New Year.”
Innis & Gunn recently smashed its £1m crowdfunding target in just 72 hours as part of its aim to double its turnover to £25m over the next three years. With the added funds the brewer plans to expand beer production at the recently acquired Inveralmond Brewery in Perth, Scotland, now to be named The Innis & Gunn Brewery. Production volume is forecast to triple in the next two years to thirty thousand hectoliters.
The brewer is also ramping up its focus on NPD and the launch of Innis & None follows November’s newcomer Sky PA, which is made from moisture taken directly from the clouds. The brewer built a ‘cloud harvester’ enabling it to collect water from clouds high above the Scottish Highlands.
Meanwhile, the launch of Innis & None also reflects the growing consumer demand for quality low and no alcohol products, with retailers such as Tesco already pledging to increase the space they dedicate to these products.
Tesco said it plans to offer more choice on low and no-alcohol products across all BWS categories from mid-March this year and it said it is expecting to “set the gold standard” on low/no choice within grocery.
The launch of Innis & None has been timed to coincide with Dry January, the popularity of which continues to rise. It is expected that more than two million Brits will reduce their alcohol intake this month and commit to healthier lifestyles. Other campaigns, such as Go Sober for October, are also becoming increasingly popular in the UK.