Carlton & United Breweries (CUB) says it’s “shaking up” the beer market with a new type of beer, Fruity Beer.
According to the beer company, the new product is a “major departure” from the beers it’s brewed for the past 190 years, with fruity flavours.
“Cold beer is synonymous with the Australian way of life. Drinkers have told us they love the tradition of enjoying a beer with mates but increasingly want sweeter flavours and low bitterness in their beverages,” says CUB GM Marketing Nicole McMillan.
“Fruity Beer, our new category of flavoured beer, delivers on this. We want to transform the beer market by creating a new beer category and a new demographic of beer lovers.”
Fruity Beer’s “major” ingredients are malted barley, hops, yeast, and water, “just like regular tasting beer”. The company has, however, spent 18 months conducting extensive consumer research and investing in modern technology to brew an “easy-drinking, fruity tasting beer that has a short, lager-like finish on the palate”.
CUB’s first Fruity Beers are Sungazer, which comes in the variants of Watermelon, Raspberry and Mango, and Empire, a low-sugar option available in Strawberry & Lime flavour or Orange & Mango flavour. They are now on sale at major bottleshops in 300ml cans with 4.2% ABV.
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