Light craft beer launched to promote ‘smart drinking’

British brewer Gen!us has become the latest producer to release a light beer with the launch of a 3% ABV craft lager which it claims will promote ‘smart drinking’.

Image: Gen!us

British brewer Gen!us has launched a lighter option for those looking for ways to drink ‘smarter’ this January, as reported by

Made with pilsner malts and three hop varieties, the can of craft larger is only 72 calories and 3% ABV. A single can is also exactly one unit, making smart drinking easier than ever before.

No- and low-alcohol options are becoming an increasingly popular trend. Gen!us is catering to a health and fitness market keen to engage in ‘smart drinking’, with the beer aimed at those who want to progress in their fitness journey without missing out on the occasional beer.

Jason Clarke, Gen!us co-founder, told “With traditional premium lagers around 130 calories per bottle, it would have been inconceivable to drink regularly if you wanted a change in lifestyle. However, the growing popularity of light lagers is changing attitudes.

“Gen!us is all about smart drinking and until now, craft beers have been loaded with calories and so a big diet no-no. If you’ve promised to shed some Christmas pounds but can’t face a tasteless ‘dry January’, Gen!us is the smart option.  We’re looking forward to changing the way the nation drinks this year.”

The light beer is now available in the UK, in bars across Scotland and Northern England, and online, for £1.99 per can.


Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Supply Chain Assistant

Speciality Drinks
London NW10 7SF, UK

Supply Chain Co-ordinator

Speciality Drinks
London NW10 7SF, UK

On-Trade Regional Sales Manager

Anthony Byrne Fine Wines
West Midlands & Northants

Logistics Team Leader

Speciality Drinks
London, UK

Assistant Operations Manager

Speciality Drinks
London, UK

Technical Manager

North South Wines
West Drayton, UK

Key Account Manager

MMI Maldives

Business Manager - Impulse

Australian Vintage
Croydon, UK

Decanter Awards Marketing Manager

London, UK

Customer Development Manager - South London

Love Drinks Ltd
London, UK

Exclusive Masterclass: Chablis on Tour

London,United Kingdom
29th Apr 2019

Vinexpo Bordeaux

13th May 2019

London Wine Fair 2019

London,United Kingdom
20th May 2019
Click to view more

The Global Grenache Masters 2019

Deadline : 26th April 2019

The Tuscan Masters 2019

Deadline : 26th April 2019

Click to view more

The Global Riesling Masters 2018

View Results

Rioja Masters 2018

View Results

Click to view more