Australia: Carlton & United Breweries’ Carlton Dry 3.5% named Australia’s best-selling beer

Carlton & United Breweries’ Carlton Dry 3.5% has been named as Australia’s best-selling new beer, based on Circana volume sales up to 27 October, Drinks Trade reported on December 17.

“While economic pressures this year were challenging, there was good performance in areas like mid-strength beer,” wrote Amanda Sellers, Group CEO of Asahi Beverages, in this letter to industry.

“In March, we launched Carlton Dry 3.5%, which quickly became Australia’s most popular new beer. It shows how we’re meeting the changing needs of beer lovers, who want great-tasting brews while moderating their alcohol consumption.”

The news follows on from Carlton Dry being recognised as the Fan Favourite Contemporary Beer at the 2024 Australian Drinks Awards, taking over from fellow CUB beer Great Northern Original.

According to CUB’s Head of Beer Ben Eyles, both Carlton Dry and Carlton Dry 3.5% are well positioned to cater to the growing better-for-you beer category.

“Health and wellness shows up in beer in the form of moderation, so lower alcohol and then lower carbs and calories… and Dry has been a pioneer in this space,” Eyles told Drinks Trade.

“Dry has been lowering carbs and lowering calories since its inception in 1999... It would be the number one better-for-you beer in the country if you define health and wellness or better-for-you as low-carb, low-cal. It's easily the biggest brand in that space, which is underpinning its growth.”

Additionally, Carlton Dry also presents a unique opportunity due to its diverse target market.

“Dry is quite a unique brand because Dry has a double bump in its demographic profile: Dry is actually the number one brand for Gen Z, or people aged 18 to 25; but also a lot of people over 35 also drink Dry,” said Eyles.

At the 2024 Australian Drinks Awards, Carlton Dry overtook fellow CUB brand Great Northern as the most popular contemporary beer for the first time in five years.

Interestingly, Thrive Insights’ Director Chris Papadimitriou attributes part of Carlton Dry’s triumph to its lower carb selling point. This is in spite of the fact that Great Northern actually has a slightly lower carbohydrate count by volume, with 1.7g/100ml (Great Norther Original) compared to 1.9 g/100ml.

“When you actually look at the carb content, they have roughly the same carb content as Great Northern, but they can market as lower in carbs,” Papadimitriou told Drinks Trade.

“Their packaging highlights its lower carb status along with being ultra smooth; so it's hitting a lot of things that these consumers are seeking.”

Similarly, Carlton Dry 3.5% is being advertised as having 40% fewer carbs than Carlton Mid and fewer than 100 calories per serve.

Eyles says the success of 3.5% “highlights the growing demand for beer that fits a variety of occasions.

“At Asahi Beverages, we’re committed to offering consumers more choices to moderate their alcohol consumption,” he continued.

“More than 30% of our beer sales come from no, low, and mid-strength beers, with our Great Northern Super Crisp the biggest selling Australian beer. Carlton Dry 3.5% is a terrific addition to that portfolio.”

Carlton Dry 3.5% was first launched in March in a 30-block can format, followed by 24-pack stubbies in September. According to CUB, it displays a slightly fruity character, with soft bitterness and a light palate, delivering an easy-drinking beer with a dry finish.

17 December, 2024