Alcohol-free Carlton Zero lands CUB innovation title

Developing alcohol-free beer Carlton Zero has helped Carlton & United Breweries become one of Australia’s most innovative companies.

CUB’s non-alcoholic innovation, which taps into a growing world trend for healthier alternatives to alcoholic drinks, saw it named on the Australian Financial Times’ BOSS top 10 list for most innovative manufacturing and consumer goods companies.

Drinks industry analysts IWSR announced earlier this year that the no-alcohol beer market is expected to grow 8.8 per cent in the next five years, which may not sound a lot, unless considered against a backdrop of declining beer sales globally (2.2 per cent in 2018).

It’s the company’s first non-alcoholic beer in its 180-year history according to CUB, but like with most innovations, it’s not been without its critics, mainly from the Foundation for Alcohol Research and Education (FARE) or a complainant to ABAC. Regardless, it still made number four on the AFR list.

Judges for the list said that Carlton Zero was commended for actually tasting like a traditional beer.

The AFR BOSS Most Innovative Companies List is selected by industry-expert judges in conjunction with innovation consultancy Inventium and published by the Australian Financial Review’s Boss Magazine.

CUB’s insight & innovation director Adam Murphy said: “We are thrilled to have been named one of Australia’s most innovative companies. Judges recognised that Carlton Zero has given beer lovers what they’ve wanted for ages: a non-alcoholic beer that actually tastes like beer.

“Australians are increasingly looking to enjoy beer more responsibly, with non-alcoholic, low and mid-strength beers now accounting for around a quarter of all our beer sales.

“We’re proud to have helped developed a culture of innovation at CUB which has helped drive this positive shift in the community and other leading products.”

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