British beer maker Gen!us has introduced a “light” craft lager as it looks to provide a smart option to those feeling guilty after an over-indulgent festive season.
The 3% ABV Gen!us Craft Lager is brewed with pilsner malts and three hop varieties, containing only 72 calories.
Gen!us said that traditionally it would have been unthinkable to enjoy a beer and make serious physical progress in running, cycling or going to the gym. However, the brand aims to make it acceptable to enjoy alcohol in moderation, or even post-training.
Jason Clarke, Gen!us co-founder, said: “With traditional premium lagers around 130 calories per bottle, it would have been inconceivable to drink regularly if you wanted a change in lifestyle. However, the growing popularity of light lagers is changing attitudes.”
He added: “Gen!us is all about smart drinking and until now, craft beers have been loaded with calories and so a big diet no-no. If you’ve promised to shed some Christmas pounds but can’t face a tasteless ‘dry January’, Gen!us is the smart option. We’re looking forward to changing the way the nation drinks this year.”
The beer is now available in the UK, priced at £1.99 per can.
© FoodBev Media Ltd 2019
World Dairy Innovation Awards – NOW OPEN FOR ENTRIES!
Have an award-worthy dairy innovation? Enter now and save £55 with our early bird discount.
Don’t delay – enter here today!