Low and mid-strength beers are now accounting for around a quarter of all Carlton & United Breweries’ (CUB) sales, as Australian’s interest in alternative drinking options grows.
Since launching a year ago, CUB's own non-alcoholic beer Carlton Zero has sold more than 3.2 million litres in Australia.
CUB claim Carlton Zero "dominates' non-alcoholic beer sales in bottle shops, driving up sales in the category by 14 times. The 25% market increase is up from 10% the year prior.
“We launched Carlton Zero because beer lovers told us they wanted more opportunities to enjoy beer responsibly. The popularity of Zero shows it’s becoming normal to consume non-alcoholic beer on many different occasions," CUB director - classic and domestic premium brands Chris Maxwell says.
“Research shows the most common reason people drink non-alcoholic beer is because they’re the designated driver, and we’re seeing this predominately in people aged 18-34. We think this deserves a pat on the back, and shows the moderation message is getting through.”
The CUB-commissioned national online survey of 1000 people this month also found no-alcohol beer is most popular with people aged 18-34, with almost half (49 percent) saying they would consider drinking a no-alcohol beer at a social occasion.
This consumer shift has been an ongoing trend with the beer market over the past 18-months, with more drinkers looking for healthier options, moving away from the more "traditional, heavier" beers.
Last year Lion portfolio marketing manager of contemporary brands, Amy Darvill, told AdNews the business had a "pull your socks up" moment, after seeing sales decline in the 12-month before the company refocusing its attention on "healthier drinking options".
This resulted in the launch of Hahn Ultra Crisp, a lower-carb, gluten-free beer. Ultra Crisp is created using a new brewing process that uses rice to create a gluten-free beer option, which Lion claims to be a "world-first".
The changing drinking habits of Australians has also seen a shift in alcoholic and non-alcoholic beer advertising, with many agencies moving away from the traditional "tropes" of "classic" beer ads.
The move to 'occasion' alcohol consumption in Australian drinking culture was also labelled as the main driver behind the launch of Corona's new mid-strength beer, Ligera, which hit shelves early last year.
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