By Amy Looker, editor National Liquor News

Carlton & United Breweries (CUB) has revealed its Christmas and summer promotional activity for Victoria Bitter, promising bigger and better results for the brand following last year’s hugely successful VB Live Ashes Scoreboard campaign.

CUB’s Katrin Lee told delegates at the Independent Liquor Group (ILG) conference currently taking place in Cape Town, South Africa, that the 2014/2015 key promotional period for several key brands in CUB’s portfolio was set to be massive.

“It really is going to be a summer of cricket this year, with five months of back to back cricket to look forward to. VB and Carlton Mid will be sponsoring across the season and we’re starting off with the Test Series in November, January will be supported by Carlton Mid for the One Day Series and we have the World Cup Cricket coming to Australia and New Zealand in February,” Lee said. 

“Looking at our category drivers to support the sponsorship across the season, we have the VB Live Cricket Watch… that we have built on the back of last year’s VB Ashes Live Scoreboard. We have grown at 1.1 per cent market share again in the last year and it’s important to maintain focus on the category drivers.”

Lee also revealed that Queensland’s Great Northern brand would be launching to all of ILG’s members across New South Wales. 

The Shout Team

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