Statue Bodyart campaign: CUB adds extra muscle in
Statue Bodyart Human
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
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
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.
said CUB would delete the underperforming Cold 4%
ABV and replace it with the mid strength Carlton Cold.
new Carlton Cold, along with Carlton Mid and Peroni
Leggera now form the three main brews in our mid strength
Meldrum said CUB wanted to offer a wide range of beers
that meet different consumer needs.
strength beer has traditionally been strong in warmer
markets Qld and WA, but is now growing strongly
across all Australian states.
Cold is filtered at below zero and is a more contemporary
style beer characterised by easier and lighter drinking,
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.
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.
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.
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.
Cold at 3.5% is available in outlets from 23 September