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23rd Sept 2013

CUB has announced a boost to its mid strength offering unveiling a new brew, Carlton Cold at 3.5% ABV.

Mid strength is now the second largest beer segment nationally with 1 in 5 beers sold in Australia now a mid.

CUB’s General Manager of Marketing for Carlton Brands Andrew Meldrum said the mid category growth is driven by changing trends as drinkers look for lighter alcohol options.

“Balance and moderation are increasingly important and people want to be able to enjoy an occasion with a quality brew while exercising some restraint,” he said.

Meldrum said CUB would delete the underperforming Cold 4% ABV and replace it with the mid strength Carlton Cold.

“The new Carlton Cold, along with Carlton Mid and Peroni Leggera now form the three main brews in our mid strength offering.”

Meldrum said CUB wanted to offer a wide range of beers that meet different consumer needs.

“Mid strength beer has traditionally been strong in warmer markets – Qld and WA, but is now growing strongly across all Australian states.”

“Carlton Cold is filtered at below zero and is a more contemporary style beer characterised by easier and lighter drinking,” he said.

The new Carlton Cold bottle is a tall and slim 355mL clear glass design which is in line with changing consumer preferences for contemporary looking packaging.

The bottle also features thermo chromic ink technology, new to the CUB portfolio, which enables consumers to see, through a change in colour on the label, when the beer is cold and at the optimal drinking temperature.

Carlton Cold is also being made available in 375mL cans for those who prefer a 375mL serving size. Both the bottle size change and ABV reduction will be reflected in a wholesale price reduction of Carlton Cold.

Carlton Cold will be supported in market with a significant investment of $5M in the first 12 months, including new television commercials which will be launched later this year.

Carlton Cold at 3.5% is available in outlets from 23 September 2013.