Last week, Carlton & United Breweries made an announcement regarding the introduction of a new flavoured beer to its range: Carlton Dry Fusion Black.
In Australia, the flavoured beer category is just starting out, with Carlton Dry Fusion Lime having achieved market leadership since its debut in December 2007. Following that, Carlton Dry Fusion Lemon was launched in March 2009. According to Fosters, Carlton Dry Fusion Black represents the next step in delivering an exciting flavour experience for beer consumers.
Brewing Carlton Dry Fusion Black incorporates citrus and spice flavours to produce a unique beer that boasts low bitterness, appealing specifically to the 18-24-year-old demographic.
The company portrays Carlton Dry Fusion Black as a bright lager that combines subtle citrus sweetness with selected spices, resulting in a refreshing, smooth, clean, and crisp full-strength beer while maintaining low bitterness.
“Each year, around 16 million litres of flavoured beer is consumed in Australia, and this volume is anticipated to increase in 2011 with the introduction of innovative flavours like Carlton Dry Fusion Black,” commented Vincent Ruiu, Carlton group marketing manager.
“As the foremost brewer in Australia, we are tasked with creating new and innovative brews, and Carlton Dry Fusion Black perfectly aligns with that objective.”
A sampling program will support the brand at both on-premise and off-premise locations, featuring product visuals accompanied by the tagline ‘Bitter Sweet’. Additionally, the new Fusion variant will be reinforced by an extensive program under the Carlton Dry brand, which includes a multi-million dollar advertising campaign.
From November 1st, Carlton Dry Fusion Black will be readily available in premium bars, clubs, restaurants, and bottle shops at a recommended retail price of $42.99 (on promotion).
