Genius Brewing Launches Low-calorie IPA

Gen!us IPA 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.

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, 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.”

Gen!us IPA is available in 330ml cans whose design echoes the distinctive Gen!us Craft Lager 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.