Based on consumer research which shows that a large number of beer drinkers think of pale ales as being like heavy English brown ales, CUB has created a pale ale that has the same crisp and refreshing characteristics of Carlton Draught. At 4.2%ABV and 17 IBU, Carlton Pale Ale also offers Carlton drinkers a more sessional beer from the popular brewer to switch to.
A new addition to the Yak brand, Wild Yak Pacific Ale joins Fat Yak and Lazy Yak as a tropical fruit flavoured craft ale. The new brew aims to build on the popularity of the brand with 4.2% ABV, 15 IBU, passionfruit and melon notes. Early trials of the beer have been positive. Craft is also the fastest growing category currently and craft drinkers are worth more than ever, with every "trade up" in the off-premise delivering on average +$2.86 per litre.
Following the success of Pure Blonde beer, Pure Blonde Cider will tap into the cider market by offering drinkers a better for you, crisp apple cider with 60 per cent less sugar and 50 per cent fewer carbs than regular ciders, targeting health conscious consumers. Research shows that there are 4.3 million Australians who are open to drinking cider but who aren't currently buying it. By removing barriers, such as concerns around sugar content, CUB hopes to unlock category growth. Draught cider is also currently delivering high revenue than beer for trade, with $4.30 more spent per session on cider on average than craft beer.
“When you talk to people about cider, they say that the biggest barrier is the sugar, so we thought let's launch a product that tastes great and has 60 per cent less sugar than regular cider,” said Richard Oppy, Marketing Director at CUB.From Tasmania Cider Co., trade will now be able to order Bonamy's Apple Cider from CUB. The product is currently available on draught and will be in packaged from November. The premium cider is made by winemaker Simon Henderson in a drier style using wine yeast, 100 per cent whole pressed Tasmanian apples, no concentrates or added sugar.
According to consumer research, 60 per cent of cider drinkers are willing to pay more for a higher quality product, while draught cider is growing at four times the rate of the total liquor category.
Aimed at cider drinkers aged between 18-24 and available in a can, Little Green Sweet Apple Cider will offer this group a better quality, handcrafted product that's affordable, refreshing and sessionable. CUB will leverage on the use of digital media to build engagement around the brand and drive it to become the lead cider brand for music festivals.
“Little Green is a really good tasting cider, it’s refreshing, sweet and really tastes like a fresh apple juice, which we know the younger demographic prefers and we wanted to cater to them,” Oppy added.
The new Spring Cider Co. brand comes in 330ml bottles and in two flavour variants, Apple and Apple & Pomegranate. Blended with soda water, each drink only contains half a standard drink, offering another alternative to drinkers looking for a lower alcohol, refreshing option.
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