Activity and innovation continue in the non-alcoholic drinks category, seeing CUB pushing its NA range and Victorian craft producer Bridge Road Brewers joining the ranks.
Carlton & United Breweries (CUB) released a new campaign this month promoting its range of non-alcoholic beers, now including Carlton Zero, Great Northern Zero and Peroni Libera.
The “MONTH FOR IT!” campaign hit consumers in July, in a nod to the month’s association with hopping on the wagon.
It portrays key drinking occasions, such as lunches with mates, Thursday night football, and Friday drinks.
“With people often choosing July to take a break from alcohol, we wanted to shout out about the opportunity to really celebrate a whole FOMO-free month with our MONTH FOR IT! Campaign,” says Sarah Nielsen, CUB senior manager – national activation.
Meanwhile in Beechworth, in regional Victoria, Bridge Road Brewers has released its first non-alcoholic beer, Free Time.
Free Time is a non-alcoholic pale ale that is the result of two years of development, offering a “vibrant, juicy hop aroma, low bitterness and a clean finish”.
Its launch campaign message is based in Free Time being everything you would expect from Bridge Road, but non-alcoholic.
“Free Time gives craft beer drinkers the freedom to enjoy a beer without it getting in the way of what they need to do,” says Bridge Road marketing manager, Cameron Bird.
