Carlton & United Breweries has launched a bold new campaign to convince adults to switch from soft drinks to the brand's non-alcoholic beer.
Carlton & United Breweries (CUB) has launched a bold new campaign to convince adults to switch from soft drinks to the brand's non-alcoholic beer, Carlton Zero.
The new ad will air across the country during AFL and NRL broadcasts.
CUB CEO Peter Filipovic says the non-alcoholic beer was launched in September last year so its customers could enjoy beer responsibly.
"Its enormous success proves drinkers have been crying out for a non-alcoholic beer that actually tastes like beer," Filipovic says.
"Adults want alternatives to sugary soft drink and this campaign highlights that Carlton Zero has 10 times less sugar than regular soft drink."
Carlton Zero is brewed using the same methods and ingredients as other CUB beers to ensure it actually tastes like a beer.
The alcohol is removed at the end of the brewing process by reducing the pressure on the beer to separate the alcohol from it.
It has already exceeded expectations making around $10 million in sales since its launch.
"We know Australians’ drinking habits are changing," Mr Filipovic says.
"We're innovating to keep pace and the figures show consumers are loving it."
The TV ad will start airing this month, with a radio and digital campaign to follow.