Aussie brewing legend XXXX has expanded its range with the launch of its own XXXX Ginger Beer.
The release marks a major milestone for the brand, stepping into one of Australia’s fastest-growing alcoholic drink categories. It follows previous brand extensions, bringing XXXX Gold, XXXX Dry, XXXX Pale and XXXX Zero.
Many consumers are found to be seeking a ‘near beer’ alternative, and the XXXX entrant to the market aims to blur the line between beer and other categories. The approach aims to welcome new audiences from other styles, such as cider and RTD.
“Over our 146-year history, XXXX has continued to evolve to reflect the way Australians like to drink,” says XXXX’s Pat Donohue.
“We’re confident it will resonate with beer lovers and ginger beer enthusiasts alike.”
Crafted for “easy drinking” the Ginger Beer is brewed at the historic Castlemaine Brewery, made with real ginger juice to deliver a bold flavour – with a smooth finish.
It comes in at 3.5 per cent ABV, which is lower than much of the category, hoping to resonate with drinkers looking for balance or to moderate their alcohol intake.
“We wanted to create something that not only delivers on flavour but also offers an easy drinking option,” explains Donohue.
