Low-calorie, full-strength lager – Lowrise – lands in Waitrose

• Lowrise, the new low-calorie, full-strength and gluten-free beer has secured its first major grocery listing with Waitrose 
• At 4% ABV, but with only 87 calories per can, Lowrise offers a full-flavoured and full-strength 4% lager with 35% fewer calories than the average beer 
• With 78% of consumers looking for healthier alternatives when drinking, Lowrise joins the evolving low-calorie alcohol category, without compromise on taste or enjoyment 
• Lowrise will be rolling out across 173 Waitrose stores nationwide, from 13^th May, in 330ml can format, RRP £2.20 

Lowrise – the new, low-calorie, full-strength beer – has secured its first major grocery listing with Waitrose. Rolling out across 173 stores nationwide from 13^th May, RRP £2.20 per can, Lowrise offers a full-flavoured and full-strength 4% lager, which boasts 35% fewer calories than the average beer, at just 87 calories per can.

With 43% of adult Brits consuming a full day’s worth of calories in alcohol per week, but 78% of consumers wanting healthier alternatives when drinking, the demand for lower calorie alcohol continues to rise.

Launched by four friends including beer industry veteran Todd Nicolson (Ex New Zealand Beer Collective), taste has been the main priority in crafting Lowrise. “We wanted to brew a refreshingly delicious beer that happens to be seriously low-calorie, rather than a low-calorie beer” comments Todd.

While many low-calorie offerings sacrifice flavour in sugar, resulting in bitter flavours and a thin, watery mouthfeel, Lowrise’s brewing process has been carefully developed in partnership with Utopian Brewery to reduce calories by breaking down complex sugars, whilst the world-renowned Nelson Sauvin hops from New Zealand have been specially selected to provide maximum flavour and mouthfeel.

The result is a deliciously crisp full-flavoured lager that pours with a hazy light-golden hue, tropical and stone fruit aromas, and a hoppy, dry finish.

Todd Nicolson, Co-Founder of Lowrise commented: “Lowrise is the culmination of our passion for great beer and our commitment to health-conscious living. Making  healthier food & drink choices shouldn’t mean having to settle for second-best. We’ve created a beer which first and foremost tastes great, with the benefit of having 35% fewer calories than the average lager.

We’re super excited to partner with Waitrose for the launch. Their commitment to quality and innovation makes them the perfect partner to introduce our lower calorie, but full vibes, beer experience to drinkers nationwide. Lowrise is the ideal session beer for sipping all summer long.”

Speaking of the potential Jimmy Walsh, Co-Founder of Lowrise adds: “Until now, there has been a gap in the UK market: a lack of great-tasting low-cal options. 9 out of 10 Brits say they would like to try a low calorie beer, proving that demand is there^. By 2029, we believe the UK low calorie beer market will grow to £4.6b”

Jourdan Gabbani, Beer Buyer at Waitrose commented: “We’re delighted to bring Lowrise to our customers at Waitrose.  It offers all the flavour and taste which you expect from a quality beer, with less calories, making it the perfect option for anyone looking for a lighter option.  Our customers are always interested in exploring new beers and we can’t wait to hear what they think about this delicious product.”

Lowrise will be rolling out into Waitrose stores nationwide from 13^th May, RRP £2.20 per can. It is also available through the Lowrise website www.lowrisebrewery.com, in 40 independent retailers, and on draught across 50 on trade venues including; The Starman, and the newly opening Mare St Market in Kings Cross.