Gen!us IPA Launched (July 2022)
Gen!us India Pale Ale offers craft beer lovers a lighter option
Genius Brewing has launched its second light craft beer to meet the growing demand for healthier options. Gen!us India Pale Ale is a light, refreshing IPA with only 79 calories per can – less than an apple. It’s vegan certified, too.
Founded in Glasgow in 2018 by Jason Clarke and Charlie Craig, Genius Brewing is on a mission to make healthier drinking a pleasure, not a compromise. Its award-winning* low-calorie craft lager is already popular with health-conscious drinkers but with IPAs now making up 57% of all UK craft beer sales* it was time to offer ale lovers a lighter alternative.
Gen!us IPA is the perfect light craft beer for summer
Pale gold in colour and packing a hoppy punch, Gen!us IPA brings together Mosaic, Simcoe, and Citra hops for the perfect balance of bitterness and grapefruit flavours. At 79 Kcal and 3% ABV, each can is exactly 1 unit of alcohol and features industry leading calorie, units, and nutrition labelling.
Jason Clarke, Co-founder, Genius Brewing, said: “India Pale Ales are the classic craft beer but traditionally have high ABVs, around 5% to 7%, and a ton of calories – not remotely healthy! We wanted to offer IPA drinkers a lighter alternative which delivers that lovely citrus, hoppy flavour but with low calories and less alcohol.”
The healthier drinking trend has now gone mainstream with 70% of drinkers proactively trying to lead healthy lifestyles.* Dry January, ‘mindful drinking’, and calls for calorie labelling on alcohol show how attitudes to drinking are changing yet consumers still want to enjoy a great tasting beer. The quality of Low & No alcohol beers has improved but they still present health-focused drinkers with an all-or-nothing choice: zero alcohol or ‘full fat’ beers – compromise versus pleasure.
Charlie Craig, Co-founder, Genius Brewing, said: “The craft beer revolution has raised people’s expectations of quality but it doesn’t always fit with their healthy lifestyle. Gen!us light craft beers offer the best of both worlds: the pleasure of a true craft beer without all the booze and calories. We call it #SmartDrinking.”
Session IPAs’ with lower ABVs have become increasingly popular but ‘session’ is a phrase which Genius Brewing deliberately avoids. Jason Clarke explained: “Our #SmartDrinking ethos is all about moderation and smart choices. Just because a beer has less alcohol and calories doesn’t mean it’s just for ‘sessions’. What’s healthy or smart about that?”
5p from every Gen!us IPA and Gen!us Craft Lager goes to the My Name’5 Doddie Foundation.
COVID has pushed health and obesity to the top of the agenda which is helping drive the trend for ‘Better For You’ (BFY) options such as lower calorie, light beers. Gen!us IPA is available in 330ml cans which feature calorie labelling and alcohol units on the front. Gen!us IPA will first be launched online at www.geniusbrewing.com and on Amazon before rolling out to the UK on-trade and retail over the rest of 2022. FIND OUR BEER