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Reading: CUB Unveils First-Ever Non-Alcoholic Beer ‘Carlton Zero’
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B&T > Marketing > CUB Unveils First-Ever Non-Alcoholic Beer ‘Carlton Zero’
Marketing

CUB Unveils First-Ever Non-Alcoholic Beer ‘Carlton Zero’

Staff Writers
Published on: 28th August 2018 at 8:55 AM
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Carlton & United Breweries is set to release the first non-alcoholic beer in the brewery’s 180-year history.

Called Carlton Zero, its release marks a long-term shift in Australia’s drinking habits: low and mid-strength beers now represent 20 per cent of CUB sales as people increasingly moderate their alcohol intake.

Carlton Zero will expand the number of occasions people can enjoy beer while encouraging moderate drinking and a long-term reduction in harmful drinking.

Screen Shot 2018-08-28 at 8.53.48 am

While Australian sales of non-alcoholic beers have grown 57 per cent over the last five years, the sales volumes of non-alcoholic beers are very modest in Australia compared to the US, Canada and Europe. CUB’s launch of Carlton Zero is expected to significantly increase non-alcoholic beer sales in Australia.

Carlton Zero has a real beer flavour that proves it’s possible to make a great tasting non-alcoholic beer. Slightly hoppy with a fruity aroma, it is a full-flavoured classic beer style. Even though Carlton Zero is a non- alcoholic beverage it will be marketed only to adults in strict accordance with the Alcohol Beverages Advertising Code.

Commenting on the launch, CUB business unit president Peter Filipovic said: “We’ve listened to customers who have told us they want more opportunities to drink responsibly but still want a great-tasting beer. So we are re-writing the rules to give people a non-alcoholic beer that actually tastes like beer.

“Carlton Zero will be promoted to adults and comes as demand for non-alcoholic beer continues to grow in Australia and internationally. While non-alcoholic beer has been available in Australian supermarkets for years, we’re expecting Carlton Zero will shake-up the market.

“It’s crafted with the same quality ingredients as our other iconic beers to give it a great-tasting flavour.

“This is an historic release for CUB and we are proud to add Carlton Zero to our portfolio of some of Australia’s most iconic beers,” Filipovic said.

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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