By Andrew Starke
Premium beer drinkers in Victoria, South Australia and Tasmania will soon have a new low-carb beer choice as Pure Blonde Naked Ale takes on the southern states, cementing its availability nationally.
The rollout follows successful launches in other markets over the past 18 months with Pure Blonde Naked also now available in cans nationally.
Carlton and United Breweries (CUB) marketing director, Peter Sinclair, said he was confident that Pure Blonde Naked would be a hit in the southern states, following the success of launches in Queensland, the Northern Territory, Western Australia and New South Wales.
“Demand for midstrength in Victoria, South Australia and Tasmania is growing but beer drinkers have told us that choice is limited and that they’re ready for a premium, low-carb option that really delivers on taste,” he said.
“Pure Blonde Naked is a market leader in midstrength, low-carb beer so we’re confident that it will be a huge hit this summer.”
Midstrength is one of the fastest growing segments in beer and currently represents 15.3 percent (value) share of the total beer market in Australia, having grown by 6.1 percent in value sales over the past year nationally.
Pure Blonde Naked launched in Queensland, the Northern Territory and Western Australia in October 2008 and in New South Wales a year later.
It accounts for 2.6 percent, 1.9 percent and 3.3 percent value share of the Queensland, New South Wales and Western Australian midstrength markets respectively.
Pure Blonde Naked 355ml bottle and 375ml can have an ABV of 3.5 percent and have an RRP of $12.99 per six pack.