Lowrise has secured its first major grocery listing with Waitrose. Rolling out across 173 stores from today (RRP £2.20 per can), Lowrise offers a full-strength 4% lager with 35% fewer calories than the average beer at 87 calories per can.
The brand noted that with 43% of British adults 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 developing Lowrise. “We wanted to brew a refreshingly delicious beer that happens to be seriously low-calorie, rather than a low-calorie beer,” said Nicolson
While some low-calorie offerings sacrifice flavour in sugar, resulting in bitter flavours and a thin, watery mouthfeel, Lowrise’s brewing process has been 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 selected to provide maximum flavour.
The result is a “crisp full-flavoured lager that pours with a hazy light-golden hue, tropical and stone fruit aromas, and a hoppy, dry finish”.
Nicolson added: “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.”
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 is also available from its website, 40 independent retailers, and on draught across 50 on-trade venues.
