Carlton & United Breweries has released the first non-alcoholic beer in its 180-year history – Carlton Zero.
Using the same ingredients as Carlton Draught, CUB has produced an alcohol-free alternative that will be sold on both supermarket and liquor store shelves.
According to CUB, Carlton Zero’s release marks a long-term shift in Australia’s drinking habits: low and mid-strength beers now represent 20% of the brewery’s sales as people increasingly moderate their alcohol intake.
CUB Business Unit President Peter Filipovic said: “We’ve listened to customers who have told us they want more opportunities to drink responsibly but still want a great-tasting beer. So we are re-writing the rules to give people a non-alcoholic beer that actually tastes like beer.
“Carlton Zero will be promoted to adults and comes as demand for non-alcoholic beer continues to grow in Australia and internationally. While non-alcoholic beer has been available in Australian supermarkets for years, we’re expecting Carlton Zero will shake-up the market.”
The company added in a statement: “While Australian sales of non-alcoholic beers have grown 57% over the last five years, the sales volumes of non-alcoholic beers are very modest in Australia compared to the US, Canada and Europe. CUB’s launch of Carlton Zero is expected to significantly increase non-alcoholic beer sales in Australia.”
Statistics from Euromonitor International’s Alcoholic Drinks In Australia report predict non-alcoholic beer brewing in Australia will quadruple from two million litres in 2003 to 12 million litres by 2022.
Carlton Zero is slightly hoppy with a fruity aroma and is a full-flavoured classic beer style. It will be sold in matte-black cans and stubbies at liquor stores and major supermarkets across the country.
Does Carlton Zero pass the taste test?
“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,” Filipovic concluded.
Melbourne Demons AFL captain Nathan Jones, taste tested the beer for News Corp and gave it the thumbs up.
Meanwhile, Herald Sun journalists Mikey Cahill and Kieran Rooney put the new alcohol-free version to a blind taste test with the full-strength.
He declared the Carlton Zero “not bad”, while Rooney said “If it’s not Carlton Draught, it comes pretty close.”
Cahill could pick Zero from Draught but Rooney thought Draught was Zero.
Interesting!
