CUB Releases New Female SKU in Australia

July 9, 2015
By Alana House
Carlton & United Breweries (CUB) is rolling out a new Peroni SKU across Australia, aimed at the female drinker.

An exclusive pack format for the on-premise, the Peroni Piccola offers the same Italian brew, but in a 250ml sleek, embossed bottle.

CUB believes the smaller format will appeal to women and men alike, helping to encourage more female drinkers to join the category.

“I think we’ve marketed to males really well, but we’ve got to be really careful because it’s being seen very much as a “blokey” industry”, CUB Marketing Director, Richard Oppy told drinks bulletin.

“If you have a look at the amount of females drinking beer in Australia, the penetration is at about 18 per cent, compared to the US, which is over 52 per cent”, Mr. Oppy added. “So we’ve got a big role to play in attracting females into beer. We’re looking at what brands could play to both genders.”

To extend the reach of the format, CUB will also look to launch the Peroni Piccola in the off-premise from next year. In the meantime, however, the company will concentrate on targeting restaurants and the café channel, contemporary and progressive bars, 4 and 5 star hotels, cinemas and boutique events.

The recommended retail price for the Peroni Piccola is $7.50.
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