Australia’s fastest growing beer^ Pure Blonde is now available more often.From 2 February 2009, Pure Blonde will be available nationally on and off-premise in 375ml stylish aluminium cans. It will also be available at events where glass is restricted.
Group Marketing Manager Premium Beer, Ben Summons says the Pure Blonde can increases the options for premium low carb drinkers who have been limited for choice in cans up until now.
“The can provides Pure Blonde drinkers an alternative to glass where there are specific venue restrictions on glass, or for non-glass events,” said Summons.
“Pure Blonde cans are perfect for low carb drinkers seeking a great-tasting, premium beer that is suitable for barbeques, festivals, camping trips or outdoor functions.” The Pure Blonde 375ml can is excellent value, carrying the same wholesale price and RRP as the 355ml stubby, but with an additional 20ml of volume per unit.
“The Pure Blonde can also offers existing can drinkers the opportunity to ‘trade up’ to something more premium that is also low carb,” said Summons.
Since the launch of Pure Blonde in 2004, the low carb beer segment has continued to grow dramatically, having increased 72.4% in value terms and 67.8% in volume terms vs YA.
The launch of Pure Blonde cans will be supported by POS materials (including price boards, pallet toppers and decals).
RRP: $15.99 for 375ml 6-pack. Each 375ml can contains 1.4 standard drinks and 4.6% ABV
SOURCE: * Pure Blonde is ranked first in the full strength low carb segment holding 50.0% Volume share and 49.1% Value share (Off-Premise MAT to 31 Dec 08). ^Pure Blonde is the fastest growing beer (by incremental volume) in Australia having grown +36.2% in Volume terms vs. YA and +39.1% in Value terms vs YA (Off-Premise MAT to 31 Dec 08). ^The Full Strength low carb beer category has grown 72.4% in value terms and 67.8% in volume terms vs. YA (MAT to 31 Dec 08). Note: Brands included in Full Strength low carb segment include: Pure Blonde, Hahn Super Dry, Carlton Dry, Boags Classic Blonde, Carlton Dry Fusion, Platinum Blonde, Tooheys New White Stag, Cascade Green, Amstel Premium, Tooheys Maxim, Michelob Ultra, Haagen Blonde, Carlton Natural Blonde, Pure Blonde Naked, Carlton Low Joule, Xxxx Diet Lager, Bavaria Blonde Lager, Gage Roads kutt, Virgin Blonde. Foster’s calculation based in part on data reported by Nielsen through its ScanTrack Liquor Service for the Beer Category for the Australian off premise liquor market. (Copyright © 2009, The Nielsen Company.
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