Carlton & United Breweries is releasing the first non-alcoholic beer in its 180-year history.
Addressing a long-term shift in Australia’s drinking habits, CUB has announced the immediate release of Carlton Zero.
Low and mid-strength beers now represent 20 per cent of the big brewer’s sales, and sales of non-alcoholic beer in Australia have grown 57 per cent over the last five years.
Significantly, volumes of non-alcoholic beer sold here are still very modest when compared to the US, Canada and Europe, meaning there is likely a lot of future growth in the sector.
Carlton Zero will be available in liquor stores and major supermarkets, but the company has flagged marketing will be only to adults, expanding “the number of occasions people can enjoy beer while encouraging moderate drinking”.
CUB says Zero is crafted with the same ingredients as its other beers to give it a great flavour that is slightly hoppy, with fruity notes.
“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,” says CUB business unit president Peter Filipovic.
“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.
“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.”
Carlton Zero is being released in distinctive cans and stubbies, and while there are no current plans to distribute in kegs, CUB responded to enquiry that “we’ll continue to monitor demand”.
When will it be available
It is being distributed now.
Have tried all major liquor stores over the past week no one stocks it. Has anyone found a store in Melbourne that has it. Interesting that when I asked for it the response was along the lines “we are getting heaps of requests for it”