By Rebecca Harris
Tooheys New has added a new low-carb beer to its range – Tooheys New White Stag. A full-strength mainstream beer, it contains only one-third of the carbohydrates of regular beer.
Lion Nathan marketing director – mainstream brands, Brett Grebert, said that the beer is the first mainstream low-carb beer available in the Australian market.
“Until recently, for some drinkers there was a perceived stigma associated with purchasing low-carb offerings, but we are now seeing greater acceptance of low-carb beers into the Aussie culture,” he said.
Based on the original Tooheys New recipe, the new beer is brewed longer in a process that breaks down the sugars, resulting in a reduced carbohydrate content.
The launch will be supported by an advertising campaign, sampling program and on and off premise promotions.