By Amy Looker
Pure Blonde has extended its range to a 700ml long-neck format ahead of the summer months in a bid to capitalise on the recent growth of the long-neck category.
Currently positioned as Australia’s number one full-strength, low-carb beer, the launch of the Pure Blonde long-neck will fill a gap for long-neck drinkers who prefer low-carb beer, as the category is currently dominated by full-strength, regular beers.
Foster’s Group marketing manager – premium beer, Ben Summons, said the launch of the Pure Blonde long-neck will achieve results three-fold, by accelerating the growth of the long-neck category, positively impacting the margin mix for retailers and providing greater choice for beer drinkers.
“This latest news from Pure Blonde provides long-neck drinkers with a premium, low-carb 700ml option. While the long neck category is experiencing solid growth, it consists primarily of regular beers so we see a real opportunity for a low-carb beer to capitalise on the increased popularity of this category while delivering solid margins for retailers,” Summons said.
The Pure Blonde long-neck retains the same premium branding and packaging of the Pure Blonde brand while remaining in line with other beers in the long-neck category.
The launch will be supported in-store, with fridge wobblers, stickers and price boards available.
Pure Blonde 700ml long-neck has an RRP of $5 per bottle.
