Proper Job 0.5% partners with Nick Butter to drive global brand visibility

St Austell Brewery has announced a new global partnership between its award‑winning low‑alcohol IPA, Proper Job 0.5%, and world‑renowned endurance runner Nick Butter, marking a major step in the brand’s international growth strategy.

Butter – best known as the first person to run a marathon in every country in the world – will act as a global ambassador for Proper Job 0.5%, supporting the brewery’s mission to champion flavour‑forward, low‑alcohol beer for active, adventure‑driven consumers. The collaboration will see Butter represent the brand across international events, digital campaigns and global running challenges throughout 2026.

The partnership aligns with the growing demand for premium low‑ and no‑alcohol beer, a category that continues to expand as consumers seek moderation without compromising on taste. Proper Job 0.5%, brewed to deliver the same bold, hoppy character as its full‑strength counterpart, is positioned as a natural fit for athletes and outdoor enthusiasts looking for balance.

Butter said the partnership reflects his own approach to performance and recovery.

“Proper Job 0.5% fits perfectly with my lifestyle. It’s refreshing, full of flavour and ideal for people who want to enjoy a great beer without the alcohol. I’m excited to take the brand with me as I continue to run, travel and inspire others around the world.”

St Austell Brewery said the collaboration will help elevate Proper Job 0.5% on the global stage, tapping into Butter’s international following and his extensive calendar of endurance challenges.

The brewery will activate the partnership through co‑branded content, experiential events, and on‑the‑ground visibility at major running and adventure gatherings. The campaign aims to reinforce Proper Job 0.5% as a leading choice for consumers seeking high‑quality, low‑alcohol beer that complements an active lifestyle.

The partnership marks a significant milestone in St Austell Brewery’s ambitions to grow its low‑alcohol portfolio internationally, positioning Proper Job 0.5% at the intersection of sport, adventure and mindful drinking.

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