Executive Summary

Australia is known as a beer loving nation. But with Aussies becoming more health conscious and drinking less alcohol in general, beer consumption has actually been on the decline for the last 40 years. This was troubling for Carlton & United Breweries for two reasons 1) it's a brewery that makes most of its profit from beer 2) its namesake beer, Carlton Draught was seeing its audience fade away whilst failing to attract new consumers. The solution? Launch CUB's first non-alcoholic beer, Carlton Zero and grow it to be the first, successful non-alcoholic beer of scale in Australia.

Challenge, Objectives & Strategy

Falling out of love with beer

Australia is known and stereotyped as a beer loving nation. But a growing trend towards health and wellness and an increasing desire to stay in control has meant beer consumption has actually been on a steep decline for the last 40 years. This was troubling for Carlton & United Breweries as it's a brewery that makes most of its profit from brewing and selling beer.