In recent times there always appears be a new hip and funky booze-free beer brand popping up in cafes, bars and shops. 

With a lot of craft breweries including an alcohol free option in their range, the bigger players in the industry have launched their own alcohol free options too such as Carlton United Breweries’, Carlton Zero. 

Published on CUB’s website in May 2022, CUB reported “Carlton Zero went on sale in September last year. It is the first non-alcoholic beer in CUB’s 180-year history and has been one of its most successful ever launches, outstripping expectations with around

$10 million in sales already. CUB CEO Peter Filipovic said: “We launched Carlton Zero because beer lovers told us they wanted more opportunities to enjoy beer responsibly. Its enormous success proves drinkers have been crying out for a non-alcoholic beer that actually tastes like beer.

Adults want alternatives to sugary soft drink and this campaign highlights that Carlton Zero has 10 times less sugar than regular soft drink.” (Source: https://cub.com.au/zero-to-hero-non-alcoholic-beer-takes-on-soft-drink-giants/).

As of May this year CUB also reported that non-alcohol, low and mid strength beer now make up a quarter of their sales! And not only are there reports of bars in inner city Melbourne now that are exclusively alcohol free, the regular beer drinker would have noticed the change in the tap mix of the past few years with more and more brands bringing out mid, low and non- alcohol beers that are actually drinkable!

So who is driving this change? 

Market research undertaken by CUB published on their website revealed that whilst adults of all ages were reporting to enjoy Carlton Zero, it was particularly popular with men and women between 25-34yrs of age who enjoyed a fit and active lifestyle. 

It’s clear that Aussies still enjoy a drink but there is a shift to enjoy it in a more responsible way. Australian alcohol consumption is at a historic low and the newer generations are changing their approach to alcohol consumption after a culture of drinking culture at the forefront of Australian identity for generations previously. 

Endeavour Group (parent company of chains BWS and Dan Murphy’s) told smartcompany.com.au in July of this year that they’ve seen sales of zero alcohol products increase more than 150% in the previous 24 months with zero alcohol products remaining one of their fastest growing categories. (Source: https://www.smartcompany.com.au/series/dry-july-series/nom-alcoholic-beer-sales-dry-july-moderation-behaviour/)

It’s a market trend to keep an eye on and to be responsive to as we try to make sure our venues stay relevant to the consumer.

CHEERS!