Independent and Australian-owned brewer, Hawkesbury Brewing Co (HBC), has developed an advanced brewing technique, which has resulted in the launch of Australia’s first fully fermented, alcohol-free beer.
As well as being fully fermented Prohibition Pale Ale is dry hopped and HBC Head Brewer, Tim Best, said the beer has not been compromised by traditional de-alcoholisation processes which so often result in disappointment for beer lovers seeking an alcohol-free option.
“The proprietary brewing technology which we have developed has enabled us to brew a fully attenuated beer, with the body and complexity of flavours which you could previously only experience when drinking a full-strength beer. This is what sets Prohibition apart,” said Best.
“We are really excited by what we’ve been able to achieve. Prohibition is a Pale Ale in terms of taste, body and flavour but without the alcohol and that’s a game changer.”
Prohibition is already available in kegs and in bottles to pubs, bars, cafes and restaurants and HBC’s GM Business Development, Paul Weaving told The Shout, that Prohibition caters to a fast growing sub-set of drinkers who still want to go out and enjoy a beer with friends, but don’t want the alcohol experience.
“It’s a real opportunity for anyone in the hospitality industry to cater for and attract this growing audience and drive additional footfall opportunities,” Weaving said.
He added: “We know from our research and from our own lives that attitudes to drinking are shifting. We love beer in Australia, but until now, non-alcoholic options have been disappointing experiences.
“We thought that there had to be a better way, so we made it our mission to do things differently and we have been blown away by the response.
“What is really exciting is the new drinking occasions which Prohibition is already creating. An ice-cold bottle of Prohibition is as appropriate as a refreshing Monday lunchtime drink as it is at a family barbecue or on a night out with your mates.”
Prohibition Pale Ale is on sale through independent liquor stores and online, with ranging in ALM, Paramount and ILG. Distribution will be expanding to Dan Murphy’s online and Amazon from November and the beer carries a $21.99 RRP for a six-pack.