DrinkWise partners with AFL

NATIONAL

Hahn launches latest beer in iconic range DrinkWise partners with AFL to promote responsible attitudes towards alcohol

Hahn continues its 31 year history of pushing the boundaries with the launch of Hahn Ultra Crisp – the latest chapter in Hahn’s brewing story.

The product? A full-strength 4.2% ABV, full-flavoured lager that is not only lower carb, 99% sugar free, preservative free… but also gluten free. Created using a groundbreaking multi-million dollar brewing process five years in the making, this lager is brewed entirely from rice, making it appealing to the increasing number of consumers looking for a lighter way to enjoy full strength beer, without compromising on taste.

Endorsed by Coeliac Australia as gluten free and appropriate for those with coeliac disease, all the ingredients in Hahn Ultra Crisp are also naturally gluten free with additional vigorous testing ensuring no traces of gluten are present.

Jeff Potter, Lion’s Brewing Research and Development Director said the design of Hahn Ultra Crisp was driven by demand for great tasting beer that meets the evolving needs of Australian beer drinkers.

“There are some beers out there which use rice as part of the grain mix to balance the flavour, but we are the first in Australia to create a beer that is brewed entirely with rice, instead of grains like wheat or barley. The challenge for us was to work out how to make Hahn Ultra Crisp taste great without using the traditional grains which usually produce the flavours of beer as we know it.

“Once we figured that out, it was a matter of creating the perfect combination with aromatic hops and a specially chosen yeast, and the result is a crisp, dry beer with light citrus aromas and a clean finish that holds its own when it comes to flavour,” Potter said.

Amy Darvill, Lion’s Brand Director for Classic and Contemporary beers, said Hahn is excited to continue evolving to meet the needs of the modern beer drinker, and in doing so launching a product which will be truly incremental to the beer category.

“Just as the low carb beers like Hahn Super Dry did over 12 years ago, Hahn Ultra Crisp will change consumer expectations around beer and bring hundreds of thousands of Australians with a gluten intolerance into the beer category.

“Hahn has always been at the forefront of brewing innovation to create products that consumers want, including Hahn Premium, Hahn Premium Light, Hahn Super Dry and Hahn Super Dry 3.5. As much as we love these brands – they were all launched a long time ago. Our drinkers’ needs have changed, and we need to respond to them,” Darvill said.

Hahn Ultra Crisp was available from February from leading retailers around the country. It will have an RRP from $17/330mL 6-pack and $47/330mL 24-case (plus CDS if applicable).

For further information please visit www.hahn.com.au, or follow Hahn on Facebook and Instagram. Australians love to socialise and attending events takes up much of our recreation time. Through the You won’t miss a moment if you DrinkWise initiative, DrinkWise continues to establish new partnerships and enhance existing relationships with industry, sporting codes and music festivals, to remind consumers about the importance of moderation at events.

2019 is the third consecutive year of our partnership with the AFL. This partnership, which includes ownership of the DrinkWise Score Review, allows us to promote responsible attitudes and behaviours towards alcohol consumption via messaging at grounds and during telecasts.

The DrinkWise Score Review will be supported by on-ground signage, messaging in the Footy Record and placement of our ‘Unmissable Moments’ ad series with AFL greats Eddie Betts, Damien Hardwick and Nick Riewoldt.

The partnership goes beyond messaging, with both the AFL and DrinkWise working on strategies to improve crowd behaviour at games, to ensure an enjoyable and family-friendly experience for all spectators.

Our partnership with the AFL will also enable DrinkWise to promote our moderation messaging at the Red Centre AFL game in Alice Springs – an annual AFL tradition which showcases indigenous talent while raising awareness and understanding of cultural and social issues in the Northern Territory.

Source: Simon Strahan | DrinkWise CEO