By Annette Shailer and Andrew Starke

The Foster’s Group has signaled its intention to further dominate the low-carb beer market with the launch of Carlton Natural, a brand extension from CUB that replaces the now defunct Carlton Natural Blonde.

Carlton Natural is said to be an easy-drinking low-carb beer with a crisp, dry flavour and natural ingredients and will have a different taste and packaging to its predecessor.

Aimed at 25 to 30-year-old men, Carlton Natural is a dry lager made in the classic Carlton-style.

Carlton group marketing manager, Vincent Ruiu, said that the new brew is in response to consumer demand.

“Carlton Natural offers customers the perfect combination of the quality and respect that’s associated with the Carlton name and a great retail proposition. We’ve launched this in response to a growing demand for non-traditional, full-strength beers that form a segment known as New World Regular and which is in strong growth,” he said.

Carlton Natural is a bright lager low in carbs, with a dry malty palate, herbal hop notes, refreshing bitterness and a clean, crisp finish.

The launch of Carlton Natural will be supported with a multi-million dollar trade and consumer marketing campaign featuring TV and press ads, outdoor billboards and on and off-premise executions, in market over the coming months.

The brand extension officially launches next week but about 200 publicans and liquor industry heavyweights were given a sneak peak at the beer earlier this week, which will compete for market share against the likes of Hahn Super Dry and Pure Blonde.

Carlton Natural is now available nationally, with an RRP $42.99 per case of 24 355mL.


The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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