Hahn unveils gluten-free beer for health-conscious consumers

Australian beer brand Hahn has launched a gluten-free beer, called Ultra Crisp, which it hopes can attract the 'everyday' person.

The campaign, created by Thinkerbell, shows the journey of a young guy on his way to a party while his head keeps changing to reveal all the different aspects of the lifestyle he leads.

According to Hahn brewer Lion Australia, this aims to show that people's lifestyle trends are moving on and this beer keeps up with that.

“Living an active lifestyle is a massive trend that’s obviously showing no signs of slowing, yet the beer category isn’t currently bringing anything bold or meaningful to the space,” said Amy Darvill, the brand director at Lion Australia, which owns Hahn.

Hahn claims the new Ultra Crisp beer has a new brewing process, which uses rice to create a beer that is gluten-free.

“In Hahn Ultra Crisp we have developed a highly innovative new product that’s lower carb, 99% sugar-free and preservative free as well as being gluten-free. But best of all, it tastes just like a great beer should.”

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