CUB launches new low calorie ready-to-drink vodka brand

Paige Murphy
By Paige Murphy | 5 May 2020
 

Carlton & United Breweries (CUB) has responded to consumer demand for natural, low calorie drinks by launching its first white spirit premix in 25 years.

Actual Vodka Seltzer, CUB's first hard seltzer beverage, was created in line with predictions that the category’s phenomenal growth in the US recently will be repeated in Australia.

It is one of the lowest-calorie ready-to-drink (RTD) vodka beverages on the Australian market and is made with 100% natural ingredients to a vegan recipe.

Hard seltzer is alcoholic, low-calorie carbonated water.

The category has recently become popular in the US with on-premise sales growing five-fold in 2019 to US$1.2 billion (AU$1.87 billion).

Actual senior marketing manager Marc Lord says the category is set to experience the same growth in Australia.

"This is the next big thing here in Australia, and that’s why Carlton & United Breweries created Actual," Lord says.

“Consumers now want simple, no-nonsense alcoholic drinks and that’s what Actual is. Standing in front of the RTD and craft beer fridges with thousands of flavours it’s hard to make a choice, so we’ve made it simple.

“Australians are also becoming increasingly conscious of what they are drinking, so we think the boom will be repeated here.”

CUB partnered with cultural experts VIRTUE, part of full-service agency VICE, with joint research showing younger consumers are becoming increasingly health conscious and are looking for honesty and transparency in drinks they consume.

“The results of the research led us to do something different, clearly calling out the ingredients on the front of the can and a commitment to being transparent in anything we do as a brand,” Lord says.

The research found 54% of Australian shoppers looking for “low sugar” products on the shelves and 32% of shoppers looking for “low calorie”.

VIRTUE client creative partner Matty Graham says together with CUB, they were able to build the brand from the ground up informed by these findings.

“Partnering with the CUB innovation and marketing team we had the rare and awesome opportunity to build the Actual brand from the ground up, starting with the product, packaging and visual DNA; right through to the launch creative and communications strategy - every step being informed by what we learned from our audience to help ensure Actual ticks all the boxes," Graham says.

Actual joins CUB RTD portfolio, alongside its other brands Brookvale Union Ginger Beer, Brookvale Union Peach Ice Tea, Lexington Hill Espresso Martini and Lexington Hill Margarita.

actual cub

Credits:

CUB
Marc Lord – Actual Senior Marketing Manager
Laura Crino –Assistant Brand Manager, Spirits & RTDs

VIRTUE
Matty Graham, Client Creative Partner
Megan Mabin, Account Director
Isabella Rigg, Account Manager
Anna-Claire Clendon, Senior Strategist
Melanie Mahony, Senior Strategist
Lily Bloomfield, Research Assistant
Genie Gurnani, Head of Creative, APAC
Hannah McElhinney, Senior Creative
Edwin Hughan, Senior Creative
Jonnine Standish, Art Director
James Tranter, Designer/Art Director

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