Asahi Beverage’s Carlton & United Brewery (CUB) says new brand Sungazer Fruity Beer will create a new sub-category in the sector, and redefine Australia’s beer culture to attract a new generation of drinkers.
Fruity Beer hits shelves this week, with CUB describing it as ‘a major departure’ from the beers it has brewed for the past 190 years.
The new type of flavoured beer builds on Asahi Beverages and CUB’s long track-record of innovation with products such as Carlton Zero, and comes as drinkers’ palates change and they increasingly enjoy wine, RTDs or seltzers instead of classic Aussie lagers.
Fruity Beer’s main ingredients are malted barley, hops, yeast, and water, just like regular tasting beer. CUB said it spent 18 months conducting extensive consumer research and investing in technology to brew an easy-drinking, fruity tasting beer that has a short, lager-like finish on the palate.
The first range of Fruity Beers, named Sungazer, has flavours including Watermelon, Mango and Strawberry & Lime.
CUB general manager marketing Nicole McMillan said, beer was synonymous with the Australian way of life.
“Drinkers have told us they love the tradition of enjoying a beer, but increasingly want sweeter flavours and low bitterness in their beverages. The new category delivers on this, and we want to transform the beer market by creating a new beer category and a new demographic of beer lovers.
“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,” said McMillan.
Liquor Marketing Group category manager – beer and cider, Ben Kizny Gordon said responding to research would open market opportunities.
“Tastes are changing; 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,” said Kinzy Gordon.
Styled in bright coloured, slim format, cans, akin to popular ready-to-drink brands, Sungazer is now available at major bottle shops in 300ml cans with 4.2% ABV.
