Carlton & United Breweries pushes non-alcoholic beer as alternative to soft drinks
Aussies are being encouraged to quit sugary soft drinks and drink non-alcoholic beer in a national campaign from Carlton & United Breweries.
Carlton Zero takes on soft drinks in new campaign
The ad sees two work colleagues meet for lunch with one enjoying a chicken salad and a Carlton Zero, while the other has a sandwich with a soft drink. As the second man pours the soft drink it turns into a stream of sugar and cracks the table. The ad boasts the drink contains ten times less sugar than a regular soft drink.
CUB is looking to leverage the popularity of non-alcoholic beer, which has seen 13-fold growth in sales in the last six months. Carlton Zero alone has attracted around $10m in sales since its launch in September and the brewery claims it is one of the “most successful” launches in its 180-year history. Non-alcohol, low alcohol and mid-strength beer now make up a quarter of CUB sales.
The drink is brewed using the same methods and ingredients as other CUB beers to ensure it tastes like beer, however, the alcohol is removed at the end of the brewing process.
CUB is positioning the drink as an alternative to soft drinks rather than an alternative to alcohol in a bid to appeal to young active people aged between 25 and 34.
Peter Filipovic, chief executive officer at CUB, said, “We know Australians’ drinking habits are changing, we’re innovating to keep pace and the figures show consumers are loving it.”
“We launched Carlton Zero because beer lovers told us they wanted more opportunities to enjoy beer responsibly. 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 a regular soft drink.”
“It’s giving people the freedom to enjoy their favourite drink in places where beer is not usually consumed. There’s no reason why you can’t enjoy Carlton Zero at lunchtime at the office or if you are a designated driver.”
The national campaign, which was created by CUB’s internal agency Draftline, will run across TV, radio and digital platforms.
