CUB’s alcohol free beer, Carlton Zero, set to shake up booze-free beer market

Grant McArthur
August 27, 2018
Herald Sun
CARLTON & United Breweries is making a major foray into the alcohol-free beer market.
From next week the drinks giant’s first alcohol-free beer, Carlton Zero, will be available at supermarkets, restaurants and racetracks, in time for the AFL finals and the Spring Racing Carnival.
But health groups are concerned about a product that looks, smells, tastes and is packaged like normal beer being available in supermarkets for purchase by children.
Melbourne captain Nathan Jones celebrates the Demons’ first finals appearance for more than a decade by pouring a Carlton Zero beer. Picture: Jake Nowakowski
They fear it will introduce young people to alcohol.
While there are no legal restrictions on buying Carlton Zero or other alcohol-free beers that are already available, CUB’s Sabine Wolff said the new product would be marketed only to adults.
“This is not a product that appeals to children, just as other non-alcoholic beers in Australia and overseas have not appealed to children,” Ms Wolff said.
She said the brewer was “rewriting the rules” and using the same ingredients in Carlton Draught to produce an alcohol-free option that tastes the same as the regular beer.
“Carlton Zero is for beer lovers who want more opportunities to enjoy beer responsibly,” Ms Wolff said.
“Its release marks a long-term shift in Australia’s drinking habits: low- and mid-strength beers now represent 20 per cent of CUB sales, as people increasingly moderate their alcohol intake.”
Michael Thorn, the chief executive of the Foundation for Alcohol Research and Education, is pleased the industry is focusing on low-alcohol products, but said he had strong reservations about the potential for Carlton Zero to be marketed to children.
“Carlton Zero in super­markets is problematic, because it further normalises the consumption of alcohol, targets under-age drinkers, and encourages an affiliation and alliance of the Carlton brand among their customers of tomorrow,” Mr Thorn said.
“If adults switch to low-alcohol products and the na­tion’s alcohol consumption falls, then so too does the rate of alcohol harm — that’s a positive.
“However, I am concerned about the manner in which this product will be marketed and made available in supermarkets. That will further normalise alcohol consumption among children.”
Melbourne captain Nathan Jones, who is preparing to lead the Demons into their first finals campaign in 12 years, is embracing the new brew.
“This is for beer lovers like me who want to enjoy a beer but need to watch their alcohol intake,” he said.
“I hardly drink during the finals, but now I can thanks to Carlton Zero.
“You really can’t tell the difference — it tastes great.
“This is for beer lovers like me who want to enjoy a beer but need to watch their alcohol intake.”