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CUB re-writes the rules and launches its first non-alcoholic beer





Carlton and United Breweries (CUB) has shaken up the Australian beer market with the release of the first non-alcoholic beer in the brewery’s 180 year history. Carlton Zero offers beer lovers the opportunity to enjoy a beer responsibly.

Beer lovers have told CUB that they want the option of a non-alcohol beer that actually tastes like beer. The release marks a long-term shift in Australia’s drinking habits, as low and mid-strength beers now represent 20% of CUB sales.

Carlton Zero will expand the number of occasions people can enjoy beer while encouraging moderate drinking and a long-term reduction in harmful drinking. Australian sales of non-alcoholic beers have grown 57% over the last five years, though sales volumes remain modest compared to the US, Europe, and Brazil. CUB’s launch of Carlton Zero is expected to significantly increase non-alcoholic beer sales.

Carlton Zero has a real beer flavour and is slightly hoppy with a fruity aroma. It is a full-flavoured classic beer style with a similar taste to Carlton Draught. Despite being a non-alcoholic beverage, Carlton Zero will be marketed only to adults in strict accordance with the Alcohol Beverages Advertising Code.

Carlton Zero is available in liquor stores and major supermarkets across the country. It is sold in matte-black cans and stubbies. The alcohol is removed through CUB's innovative de-alcoholisation process, which preserves the great beer taste. Carlton Zero is brewed in a similar way to Carlton Draught, with the same key ingredients.

"We’ve listened to customers who have told us they want more opportunities to drink responsibly but still want a great-tasting beer. It’s crafted with the same quality ingredients as Carlton Draught to give it a similar great-tasting flavour. This is an historic release for CUB and we are proud to add Carlton Zero to our portfolio of some of Australia’s most iconic beers," said CUB's spokesperson.

Oliver and York is proud to have created the highly successful launch campaign of Carlton Zero, Carlton and United Breweries' first non-alcoholic beer in their 180 year history.

Through our expert planning and execution, we were able to amplify the messaging and reach new audiences, driving sales and increasing the visibility of this game-changing product.


The Oliver and York team is dedicated to delivering results for our clients, and we were thrilled to have played a role in the success of Carlton Zero, noted as the most successful campaign in CUB's history.


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