By Clyde Mooney

Carlton Dry has announced a promotion aimed squarely at the impulsive nature of some sectors of the beer-drinking market.

The competition is offering 100 prizes of a ‘once-in-a-lifetime’ experience, with winners given only 48 hours to accept and begin their trip; failure to do so automatically forfeits and a new winner is drawn.

The ‘Carlton Dry 100’ will officially begin June 30, with a new prize drawn every week.

Carlton Dry claimed 21 percent growth over the past year and targets a young market, with a funky website and a new Facebook page and iPhone app for this year-long promotion.

Trips include such activities such as running with the bulls in Spain, a full moon party in Thailand, a nightclub VIP opening in Ibiza and motocross riding.

“The ‘Carlton Dry 100’ gives its fans the chance to live in the now, and that tomorrow doesn’t matter until tomorrow. At Carlton Dry, we’re all about rewarding those people who are up for dropping everything and doing something random with their mates,” says Vincent Ruiu, Carlton Dry group marketing manager.

Carlton Dry is a brand of Foster’s Group (FGL), which recently split from its subsidiary Treasury Wine Estates.

The Shout Team

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

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