CUB gets fruity testing new beer sub-category

Carlton & United Breweries (CUB), part of Asahi Beverages, has released a new beer range with fruity flavours called Sungazer and Empire.

The new brews feature malted barley, hops, yeast and water and offers a lager-like finish on the palate. Flavours in the Sungazer range include Watermelon, Raspberry and Mango while Empire offers Strawberry & Lime and Orange & Mango.

The company says the beers are low in bitterness with “a subtle maltiness” and strong fruit flavours. The brands built on the beverage giant’s existing innovation, particularly with products like Carlton Zero.

CUB GM of marketing Nicole McMillan said Fruity Beer is a ground-breaking innovation that will help CUB and bottleshops keep pace with evolving consumer tastes.

“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.”

She added the brand is committed to growing the beer market in Australia and attracting a new demographic of beer lovers.

Though the brew is not traditional, McMillan said the brands’ other popular offerings such as Victoria Bitter and Carlton Draught “aren’t going anywhere”.

The new range is now on sale in major bottleshops in 300ml cans with a 4.2 per cent ABV.