Credit: Nic Rounsefell

Lion’s XXXX has today announced an alcohol-free version, XXXX Zero.

According to Lion, XXXX Zero is an easy drinking lager made with Australian barley malted in Queensland and Nelson Sauvin hops, “offering the same, classic malt flavour and clean aftertaste from the XXXX range”.

“We’re excited to be adding an alcohol-free option to the popular XXXX range,” said XXXX brand director Chris Allan. “Over our 144-year history XXXX has continued to evolve to meet changing consumer tastes,”said XXXX brand director Chris Allan in a media release.

“XXXX previously pioneered the mid-strength market with the launch of XXXX Gold. We’re committed to innovation that empowers Aussie drinkers to make the choices to suit their lifestyle. XXXX Zero is a beer that can be enjoyed for more occasions,” he added.

This time, XXXX is a later entrant to the no-alcohol space with brands like Heineken 0.0, Carlton Zero and more recently Great Northern Zero making moves into the market, which has raised questions about brewers using existing brands to leverage no-alcohol versions.

However, Kirin-owned Lion has previously invested in the no-alcohol space, funding a $6 million de-alcoholising plant in Sydney for its James Squire Zero brand last year.

Recent trade mark activity has also indicated significant growth in the no-alcohol market, with 52 no-alcohol trade marks listed between the three month period of January to March 2022.

“We’ve taken time to create a product that not only talks to a new generation of discerning drinkers but also gives a XXXX about the environment, as Australia’s first carbon neutral certified alcohol-free beer.”

The XXXX announcement also highlights the increasing number ofbreweries shifting focus to sustainability, withCapital Brewing Co.andMoon Dog Brewingboth announcing carbon neutrality recently.