Carlton & United Breweries is building on the success of its first non-alcoholic beer – Carlton Zero – with a bold advertising campaign aiming to woo consumers over from sugary drinks.
Carlton Zero was launched last September – the first non-alcoholic beer in CUB’s 180-year history.
It was the result of research dictating a need for a genuine-tasting non-alcoholic beer and has proven one of the company’s most successful launches ever, turning Zero to Hero and outstripping expectations with around $10 million in sales already.
“We launched Carlton Zero because beer lovers told us they wanted more opportunities to enjoy beer responsibly,” explains CUB CEO Peter Filipovic.
“Its enormous success proves drinkers have been crying out for a non-alcoholic beer that actually tastes like beer. Adults want alternatives to sugary soft drink and this campaign highlights that Cartlon Zero has 10 times less sugar than regular soft drink.”
Non-alcohol, low alcohol and mid strength beer now makes up a quarter of CUB sales.
Carlton Zero is brewed using regular methods and ingredients to ensure it actually tastes like a beer, with the alcohol removed at the end of the brewing process.
CUB’s research found adults of all ages enjoy Carlton Zero, notably men and women aged 25 – 34 with active lifestyles.
The new ad will begin airing this month, nationwide during AFL and NRL broadcasts.