Light craft beer launched to promote ‘smart drinking’

British brewer Gen!us has become the latest producer to release a light beer with the launch of a 3% ABV craft lager which it claims will promote ‘smart drinking’.

Image: Gen!us

British brewer Gen!us has launched a lighter option for those looking for ways to drink ‘smarter’ this January, as reported by foodbev.com.

Made with pilsner malts and three hop varieties, the can of craft larger is only 72 calories and 3% ABV. A single can is also exactly one unit, making smart drinking easier than ever before.

No- and low-alcohol options are becoming an increasingly popular trend. Gen!us is catering to a health and fitness market keen to engage in ‘smart drinking’, with the beer aimed at those who want to progress in their fitness journey without missing out on the occasional beer.

Jason Clarke, Gen!us co-founder, told foodbev.com: “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.

“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 light beer is now available in the UK, in bars across Scotland and Northern England, and online, for £1.99 per can.