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9th March 2022

Vocation announces focus on lower alcohol products with launch of new trio of beers

Vocation, one of the UK’s largest and fastest-growing craft beer breweries, is launching a trio of new lower alcohol beers, as it pledges to open up the craft beer market to drinkers who are after more approachable, lower abv craft beer options.

The first of the trio is called Lower Altitude and is a 2.8% abv table beer which is made from a heady blend of Simcoe, Sabro and Talus hops to provide a full flavour, reminiscent of tropical fruit, stone fruit and a hint of coconut. This is Vocation’s first table beer and is available now from Vocation’s website as well as at a number of independent retailers and bottle shops across the UK, and in draught format across the on-trade.

The second beer is called Big Squeeze, a 4% abv Mango Pale Ale. Big Squeeze is also available through the same channels as Low Altitude, including on draught in the on-trade. The flavoured pale ale has a big, fruity, mango flavour which is balanced with the citrussy, floral bitterness of Mosaic hops.

Vocation is also launching a 1% abv beer called Permanent Vacation in collaboration with Mash Gang, the craft beer brewer which specialises in no-and-low-alcohol beers. Permanent Vacation is a light and refreshing pale ale which has a heavy dose of summer citrus fruits and uses El Dorado, Talus, Simcoe and HBC 630 hops.

Matt Howgate, Brewing Director at Vocation Brewery, says: “We’re really excited to be launching these three lower alcohol beers. We have been working for a long time to craft these lower abv beers which still have the big flavour profile expected of Vocation beers and we hope you’ll be as happy as we are with the results.

“We are delighted to have callorabated with the low-and-no-alcohol craft beer specialist Mash Gang to brew Permanent Vacation. This light and refreshing beer will transport you to the beach with its heavy dose of summer citrus fruits and its crisp, clean finish, which is much needed for many of us at this time of year!

“Lower Altitude is our first table beer and at 2.8% abv provides a full flavoured beer which is more accessible to more drinkers, with its lower alcohol profile.

“With the Big Squeeze, we have squeezed as much mango into the beer as was humanly possible, using fresh mango juice and mango purée to produce a really approachable, 4% abv flavoured pale ale. Mango is a popular flavour across all drinks categories and so its flavour should transcend the craft beer market and bring new drinkers into the sector.”

Rick Stenson, Managing Director of Vocation Brewery, adds: “In the past, many craft breweries have tended to err towards strong flavoured higher alcohol beers, which have a niche appeal. We believe these beers form an important part of the craft beer industry but at the same time, we think there has been a shortage of high quality craft beers which have the same full flavour profile but with a lower abv.

“We want to open the craft beer market up to new drinkers and to make it accessible to all people – and we appreciate that not all people are looking to drink the higher abv craft beers. Sometimes a lower abv alternative is needed but with the same big personality flavours.”

Jordan, Head Brewer at Mash Gang, says: “It’s been an incredible pleasure to work with the team at Vocation to brew Permanent Vacation together. It is our goal at Mash Gang to make a craft beer for everyone, and to make sure there is enough choice available for those occasions when people are after a lower abv craft alternative. Whether that beer contains 0% abv or 3% abv, we envisage a world where the options exist for everyone to sit down and have a beer together.”

Vocation Brewery is an independent craft brewery based in Hebden Bridge, Yorkshire, founded in 2015 by John Hickling, with just himself, a rebuilt chicken shed and a dog for company. Today the brewery has 60 staff and sold over 10 million cans in 2021. They’ve come a long way, but it’s still their vocation.


Notes to editors:

  • Vocation’s core range comprises:
  • Life & Death (6.5% abv): a ballsy, US style IPA with flavours of tropical and citrus fruits, with a lingering bitterness set against a smooth malty backbone
  • Divide & Conquer (5% abv): a fearlessly hop forward New England Pale Ale with notes of pineapple, passionfruit and pine for an uncompromising juiciness and a haze that won’t quit.
  • Hop, Skip & Juice (5.7% abv): a tropical pale ale with heavy doses of citrussy Simcoe to get lips hopping.
  • Bread & Butter (3.9% abv): a dry, hopped pale ale using layers of US hops set against a backbone of British malts. What this beer lacks in strength, it makes up for in character.
  • Heart & Soul (4.4% abv): a session IPA with an intense fruit-salad character that comes from generous additions of US West Coast hops. Notes of passionfruit, gooseberry, pineapple and mango.
  • Smash & Grab (8% abv): a hop-bomb DIPA, crammed full of fruity tropical and citrus flavours from only the freshest, tastiest, hops. The finish is smooth, sharp and moreish.
  • Hebden Lager (5% abv): in our little town of eccentrics and artisans we like to create the unexpected and unrivalled. This clean, crisp and refreshing lager is no exception.
  • Pride & Joy (5.3% abv): a classic, American-style pale ale which is crisp, very hoppy and aromatic. Flavours and aromas of mango, citrus, earthy pine, tropical fruit and blueberry.
  • Perfect Storm (6.6% abv): packed full of citrus aromas and a boatload of hops, this New England Pale Ale is dank and juicy with full-on flavours and low bitterness.
  • Triple Vision (10% abv): a thick and juice Triple IPA. Some say three’s a crowd but in our opinion it’s the more the murkier. This Triple IPA has got you in its sights.
  • Sweet Temptation (6.6% abv): a chocolate caramel stout collaboration beer with the giants of Brew York. This silky smooth, rich and seductive stout is impossible to resist.
  • Roll with It: (5.2% abv): with super juice hops and a pillowy soft mouthfeel, this DDH Pale Ale is hazy, hoppy and dangerously drinkable.
  • East & West: a collaboration between Gweilo and Vocation, East & West Pale Ale is a soft, hazy beer imparts notes of ripe papaya, guava and pineapple, leading into a dank flavour profile on the finish.

Press release from Vocation Brewery

For further information or photography please contact Jo Grobel at Exact PR at or 07881 782262.