Following on from the relaunch of Foster’s Classic to the Australian market, Carlton & United Breweries has announced the return of Sub Zero exactly 30 years since its original launch in 1994. This tim, CUB chose to substitute the citrus base of the original for a zero sugar cola, making this Australia’s first zero sugar cola and cola beverage option.
Drinks Trade had the opportunity to trial the release prior to its public launch last Friday:
Our thoughts: “An easy, inoffensive, cola flavour with very little, if any, hint of booze. Very sweet.”
Who’s it for: “Ticks the no sugar box for health-conscious consumers, suited to a more youthful market conscious of health and wellbeing. Big selling point is the zero sugar in a 375ml can. 1.3 standards. Easy drinking, you’d be excused for not noticing the vodka.”
According to Marketing Manager Ben Haysman, “with no hidden nasties, no sugar and just the right level of fizz, Sub Zero is a great example of how Carlton & United Breweries is innovating to grow the premix category as this re-imagined retro icon is sure to be a favourite for a whole new generation of great nights.
“Sub Zero was one of Australia’s first and most popular premixes – pioneering the multi-billion ready-to-drink trend that is stronger than ever today... Despite the popularity of cola among drinkers there are very few vodka and cola premixes, and none with zero sugar. Until now."
Sub Zero has an abv of 4.5% and is available at $26 per 4-pack. It will also be available on-tap in pubs and clubs around the country.
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