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.

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.