AUS: Carlton & United Breweries drops Cold brand for mid-strength Carlton Cold
The brewer is pulling its 4% Cold brand
Carlton & United Breweries (CUB) is replacing its “underperforming” Cold lager brand in Australia with the lower-strength Carlton Cold.
The new brand, which has an abv of 3.5% compared to Cold's 4%, will be backed by a AUD5m (US$4.7m) campaign, including TV commercials. Carlton Cold will come in a 35.5cl clear glass bottle and 37.5cl cans from Monday (23 September), said SABMiller-owned CUB.
The bottle features thermo chromic ink technology, which enables consumers to see, through a change in colour on the label, when the beer is cold and at the optimal drinking temperature.
The new brand is aimed at Australia's growing mid-strength beer market, which is now the country's second-largest beer segment, with one in five beers sold there falling into this category, according to CUB.
“Balance and moderation are increasingly important and people want to be able to enjoy an occasion with a quality brew while exercising some restraint,” said Andrew Meldrum, CUB’s general marketing manager for Carlton Brands.
Meldrum said UB would delete the “underperforming” Cold.
He added: “Mid strength beer has traditionally been strong in warmer markets - Qld and WA, but is now growing strongly across all Australian states.”
“Carlton Cold is filtered at below zero and is a more contemporary style beer characterised by easier and lighter drinking,” he said.
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