CUB releases 'Fruity Beer' sub-category

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CUB, a proud part of the Asahi Beverages family, is shaking up the beer market by releasing a new type of beer as drinkers increasingly look for sweeter and lower bitterness alcoholic drinks.

Fruity Beer, a new category of flavoured beer, hits shelves this week. It’s a major departure from the beers we’ve brewed for the past 190 years, with fruity flavours including Watermelon flavour, Mango flavour and Strawberry & Lime flavour.

The new type of flavoured beer builds on Asahi Beverages’ and CUB’s long track-record of innovation with products such as Carlton Zero, that expand the boundaries of the beer category.

While beer is still Australia’s most popular alcoholic drink, the release of Fruity Beer, a new category of flavoured beer, comes as drinkers’ palates change and they increasingly enjoy wine, RTDs or seltzers instead of classic Aussie lagers.

CUB GM Marketing Nicole McMillan said: “Cold beer is synonymous with the Australian way of life. Drinkers have told us they love the tradition of enjoying a beer with mates but increasingly want sweeter flavours and low bitterness in their beverages. Fruity Beer, our new category of flavoured beer, delivers on this. We want to transform the beer market by creating a new beer category and a new demographic of beer lovers.”

“We know purists might be outraged by the idea of a flavoured brew like Fruity Beer, but they need not be concerned. Beers such as Victoria Bitter, Carlton Draught and our other beloved brands remain incredibly popular and aren’t going anywhere.”

Fruity Beer’s major ingredients are malted barley, hops, yeast, and water, just like regular tasting beer. However, we’ve spent 18 months conducting extensive consumer research and investing in modern technology to brew an easy-drinking, fruity tasting beer that has a short, lager-like finish on the palate.

With ultra-low bitterness and subtle maltiness Fruity Beer, our flavoured brew has a stronger fruity flavour stronger than anything you’d taste in a craft beer.

Our first Fruity Beers are Sungazer, which comes in Watermelon flavour, Raspberry flavour and Mango flavour, and Empire, a low-sugar option available in Strawberry & Lime flavour or Orange & Mango flavour. They are on sale this week at major bottleshops in 300ml cans with 4.2% ABV.

Nicole said: “Fruity Beer is a ground-breaking innovation that will help CUB and bottleshops keep pace with evolving consumer tastes. We are committed to growing the beer category in Australia and creating value for our retail partners. Fruity Beer will help us do this by exciting consumers.”

“Historically, brewers helped create the stereotype that beer is a ‘blokey’ drink. But Fruity Beer, our new category of flavoured beer, will help transcend these traditional demographics and prove there’s a beer for every drinker.”

Ben Kizny Gordon, Category Manager – Beer & Cider at Liquor Marketing Group, which includes major bottleshops such as Bottlemart and Sip’n’Save stores, said the launch of Fruity Beer was extremely exciting for the Australian beer market: “The research is clear. Tastes are changing and there is an opportunity to bring more consumers into the beer category with an easier drinking, less bitter and fruitier tasting beer.

“Fruity Beer is an exciting opportunity to tap into this need and is an innovation that aligns perfectly with the shoppers who frequent our members’ outlets.”

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