CUB to launch non-alcoholic beer Carlton Zero

Australia’s Carlton and United Breweries (CUB) is set to introduce its first non-alcoholic beer Carlton Zero in the market.

With a fruity aroma, Carlton Zero is a full-flavoured classic beer that will be marketed only to adults in strict accordance with the Alcohol Beverages Advertising Code.

CUB business unit president Peter Filipovic said: “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.

“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.

“It’s crafted with the same quality ingredients as our other iconic beers to give it a great-tasting flavour.”

The company will add the new Carlton Zero to its portfolio of some of Australia’s most iconic beers.

According to CUB, sales of non-alcoholic beers in the country have increased by 57% over the last five years, but it is said to be very modest when compared with other countries such as the US, Canada and Europe.

CUB anticipates that the launch of the new product will significantly improve sales of non-alcoholic beer in Australia.

The company plans to roll out Carlton Zero across liquor stores and major supermarkets across the country soon and will sell the product in matte-black cans and stubbies.