Harpoon Brewery unveiled its latest brew: Low Key, a new 3.3% ABV craft lager with tropical fruit notes. 

Low Key represents a deliberate innovation play for Harpoon based on emerging cultural trends toward moderation over abstention, the company notes. Rather than simply diluting an existing popular recipe, the team applied new techniques to preserve flavor, aroma, and craft quality, just at a lower ABV, it says. The result is a beer designed to drink like a full craft experience – just more sessionable and accessible, it adds.

Harpoon’s new brew reflects how established craft brands can credibly expand into emerging segments without eroding brand equity, it says. Low Key signals Harpoon’s belief that mid-strength is more than a trend — it’s a durable growth opportunity as drinkers recalibrate how beer fits into their lives, it notes.

Packaged in 12-ounce cans, the 3.3% ABV  Low Key is rolling out this month in select markets wherever Harpoon is sold. 

www.harpoonbrewery.com