St Austell Brewery has unveiled its first major marketing campaign for Proper Job 0.5%, marking a significant investment behind the award-winning beer and the first no and low brand in the company’s portfolio.

Developed in partnership with Bristol-based creative agency Activation, the fully integrated campaign is built around the idea of achieving balance without compromise.

Launching in August, the multi-channel activity will span out-of-home advertising, targeted off-trade activation in ASDA, Sainsbury’s and Tesco stores, paid social, influencer partnerships and strategic media support. A suite of point-of-sale materials will also be deployed to drive visibility and sales within the on-trade.

At the heart of the campaign is the strapline ‘Taste More, Do More’ reflecting the appeal of Proper Job 0.5% – the bold, hoppy character of the original Proper Job IPA combined with the flexibility of an alcohol-free option. Designed to challenge perceptions of the no and low category, the campaign reinforces that consumers no longer need to choose between great taste and moderation.

Laura Plum, marketing and communications director at St Austell Brewery, said: “Proper Job 0.5% has all the flavour and character that drinkers expect from the Proper Job name, and this campaign is about celebrating the role alcohol-free beer can play in helping people get more out of every occasion.

“We’re investing in the brand at a time when it is delivering strong momentum across both the retail and pub sectors. In less than two years, Proper Job 0.5% has become the UK’s number one no and low ale brand in the total off-trade*, secured national listings with all major grocery retailers and expanded significantly in the on-trade through major listings such as Mitchells & Butlers. Our latest campaign is designed to build on that success, boost brand awareness and introduce even more consumers to the no and low category.”

The campaign will run throughout summer and autumn across key consumer touchpoints, supported by activation in pubs and retail environments designed to drive trial, visibility and rate of sale.

Proper Job 0.5%’s growth has been underpinned by strong distribution gains and consumer demand across both channels. Alongside national grocery listings with ASDA, Sainsbury’s, Morrisons, Waitrose, Tesco and Booker, the beer has sold more than 55,000 bottles in St Austell Brewery’s own managed pub estate since its 2024 launch.

Earlier this year, the brand further accelerated its on-trade presence through a nationwide listing with Mitchells & Butlers, reaching around 850 venues including Miller & Carter, Nicholson’s, Premium Country Pubs, Ember Inns, Browns and Vintage Inns.

*NielsenlQ, latest eight weeks, low/no ale (w/e 13/06/2026).