Cascade Premium returns to 375ml stubby

24 February, 2009 by

The Cascade team is excited to announce Cascade Premium Lager is back in a 375ml stubby.

The Cascade Premium stubby increases from 330ml to 375ml, the equivalent of almost three extra stubbies per 24 case, while the wholesale and recommended retail price (RRP) remain the same.

“It’s all good news for Cascade Premium drinkers,” Cascade Marketing Manager Ben Summons said.

“Same great beer, same price and an extra 45ml per bottle.”

The move back to a 375ml stubby is a response to some very direct feedback from Cascade drinkers on the late 2007 update for the Cascade brand.

The 2007 update aimed to refresh the Cascade range of beers and bring them in line with imported competitors. Changes included a new bottle size, brand image and advertising campaign.

Whilst Cascade drinkers liked some of the changes, others were not as well received.

“Our beer drinkers told us they liked the new look but preferred the 375ml Cascade stubby. We’ve listened and responded,” continued Summons.

Drinkers contacted Cascade via letters, phone calls, emails and faxes – and one person even penned a poem. There were also a number of discussions online in popular forums and social media sites including Facebook.

Cascade drinkers and customers will be pleased to know the great award-winning Cascade Premium taste remains the same – the only difference is the return of the 375ml stubby complete with twist top.

“We’re excited to return this Tasmanian classic in a 375ml stubby to our passionate drinkers. Cascade Premium is a great tasting, quality beer and we want it to be enjoyed for years to come,” Summons said.

“We’re investing more than $800,000 to support the return of Cascade Premium in a 375ml stubby. This includes point-of-sale and packaging featuring the ‘back to 375mL’ message, a major print and national outdoor advertising campaign as well as PR, trade and online advertising.“

Cascade Premium was first brewed in 1985 in Tasmania at Cascade Brewery – Australia’s oldest operating brewery.

The remaining Cascade beers that changed to 330ml stubbies will return to a 375ml stubby nationally throughout 2009.

Cascade Premium Lager is 5% ABV/1.5 standard drinks and available nationally at liquor stores, restaurants and good bars.