CUB enters the hard seltzer category

06 May, 2020 by Andy Young

With consumer demand for natural, low-calorie drinks increasing, Carlton & United Breweries (CUB) has responded by launching its first white spirit RTD since Sub Zero, 25 years ago.

CUB is predicting that the hard seltzer category in Australia will mirror the phenomenal growth it has seen in the US, launching Actual Vodka Seltzer.

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The brewery’s first hard seltzer will come in two varieties – pure and lime – with both made to a vegan recipe with 100 per cent natural ingredients. Pure has no sugar and just 65 calories, while lime is low in sugar and contains 69 calories and both are one standard drink in a slimline can.

Actual Senior Marketing Manager Marc Lord said: “The hard seltzer market grew from nothing to become a multi-billion-dollar business in just five years in the United States. This is the next big thing here in Australia, and that’s why Carlton & United Breweries created Actual.

“Consumers now want simple, no-nonsense alcoholic drinks and that’s what Actual is. Standing in front of the RTD and craft beer fridges with thousands of flavours it’s hard to make a choice, so we’ve made it simple.”

“Australians are also becoming increasingly conscious of what they are drinking, so we think the boom will be repeated here.”

“Actual is a simple drink of sparkling water and vodka, which results in low calories and low or no sugar. We know consumers needs are evolving faster than ever before, and we’re right there with them. Consumers are seeking lighter, more refreshing styles of alcoholic drinks. They still want to have a drink, but they don’t want the sugar or added ingredients.”

Hard seltzer is alcoholic, low-calorie carbonated water and on-premise sales in the United States grew five-fold in 2019 to US$1.2bn.

Actual is on sale now and is available at LiquorLand, independent liquor stores and BoozeBud.