Carlton & United Breweries (CUB) has launched the next generation in light beers: Carlton Sterling - the 'beer lovers' light' - a double-hopped, 2.5% premium lager brewed with special Saaz hops to deliver a uniquely satisfying full flavored lager beer.
At the launch of Carlton Sterling in Sydney today (26 August), Mr David Yardley, GM Marketing CUB, said, "Carlton Sterling is much more than a new, great- looking, great tasting premium light beer.
"Sterling is the next generation in Australian light beers. It is another example of CUB innovating for growth.
"Sterling is a taste-generation ahead of the best light beers in the market because we have brought together:
"The timing is perfect. CUB research reveals that consumers are ready for a light beer that has strong 'real beer' brand credentials. They have moved on from reduced alcohol beers that screamed 'LIGHT' and were all about functionality and a forced choice.
"As light beers have improved, more light beer drinkers are making the conscious decision to drink only light beer. These consumers want a credible brand - not a light version of another beer brand. They want a brand with a unique identity and charisma they can call their own.
"The market is primed: ready and waiting for something better. And here it is - Carlton Sterling - Beer Lovers' Light."
Mr Yardley concluded, "We are confident that consumer support for Carlton Sterling will grow CUB's lead in the light beer segment in NSW and nationally, as well as stimulate and grow the light beer segment overall."
The new light brew will be supported by a major marketing campaign focused on the positioning - Carlton Sterling - Beer Lovers' Light.
Carlton Sterling is available in metro and regional NSW in leading hotels, bars, clubs and liquor retailers from 27 August 2002.
Further information:
Media
David Park
Tel: +613 9633 2259
Email: david.park@cub.com.au
