Following on from yesterday’s news that 25 per cent of all of Carlton & United Breweries’ sales are no low or no alcohol beers, comes the launch of a new social media campaign to promote Carlton Zero.
The ad’s the work of CUB’s in-house creative team, Draftline.
The CUB-commissioned national online survey of 1000 people this month also found no-alcohol beer is most popular with people aged 18-34, with almost half (49 per cent) saying they would consider drinking a no-alcohol beer at a social occasion.
Carlton Zero’s first birthday coincides with the Global Be(er) Responsible initiative, which is a worldwide effort by brewers, including CUB, to promote responsible consumption of beer.
CUB’s Chris Maxwell said the tastes of Australian beer lovers is changing.
“We launched Carlton Zero because beer lovers told us they wanted more opportunities to enjoy beer responsibly,” he said. “The popularity of Zero shows it’s becoming normal to consume non-alcoholic beer on many different occasions.”
“Research shows the most common reason people drink non-alcoholic beer is because they’re the designated driver, and we’re seeing this predominately in people aged 18-34. We think this deserves a pat on the back, and really shows the moderation message is getting through.”