In what appears, on the surface, to be one of the more interesting moves a beer company has made in recent memory, the iconic Queensland lager XXXX – or Milton Mangos for the initiated – now has a non-alcoholic, carbon-neutral sibling in the form of XXXX Zero.
Thanks to its tough, beer-of-the-people branding, XXXX has long been a strong contender for the title of Most Australian Beer – Victoria Bitter being the only other label that could possibly enter the ring – so this release isn’t the kind of thing we’d normally associate with those glorious yellow tinnies.
However, the release of XXXX Zero is actually a perfectly rational move in the face of Australians’ changing beer-drinking habits. According to XXXX, there’s a rising trend among Aussies that favours moderation, with alcohol-free beer now the fastest-growing segment within the beer category and Queensland being the largest alcohol-free beer market in Australia.
Not only has XXXX Zero flipped the bird to alcohol, but it’s also told global warming where to go as well, having received carbon neutral certification from Carbon Active – an ongoing partnership between the Australian Government and Australian businesses to drive voluntary climate action.
According to XXXX brand director Chris Allan, the brand can’t simply rely on nostalgia and must adapt to the changing habits of Australian beer drinkers: “Over our 144-year history XXXX has continued to evolve to meet changing consumer tastes. We’ve taken time to create a product that not only talks to a new generation of discerning drinkers but also gives a XXXX about the environment, as Australia’s first carbon-neutral certified alcohol-free beer.”
Carbon Active applauded the move, saying, “It’s great to see new carbon-neutral products emerging in the market, providing more sustainable options for consumers. Reducing emissions is a shared responsibility and it is encouraging to see Australian brands like XXXX doing their bit.”
If you want to give the new beverage a try, you’ll either need to be a resident of or willing to travel to the Sunshine State, as XXXX Zero’s 330ml bottles are only available in Queensland liquor stores and pubs, where a six-pack will set you back $12 AUD. Don’t quite want to ditch the alcohol entirely? Check out the 23 Best Australian Mid-Strength Beers.