Aussie beer shares its recipe on billboard adverts

By Rachel Arthur

- Last updated on GMT

New Australian beer shares its recipe on billboard adverts

Related tags Australia Beer Advertising

Carlton & United Breweries' Pure Blonde Organic Lager is launching with a ‘disruptive marketing campaign for a disruptive new product’ – sharing its recipe on billboards across Australia.

Low carb beer Pure Blonde is the first ACO-certified organic range in the brewer’s history. With consumers wanting to know more and more about the products they’re drinking, the brewer decided to publish its recipe and full brewing process on billboards.

Its website also gives consumers full details on the recipe, brewing process and organic certification.​ 

Brian Phan, CUB Marketing VP, said: “We’ve created Pure Blonde Organic because beer lovers are increasingly conscious of the ingredients that go into their favourite drinks.

“And to ensure people know exactly what’s in Pure Blonde Organic Lager, we are publishing the entire recipe and brewing process. Now anyone in the world from competitors to home brewers can make their own Pure Blonde Organic Lager. It’s a disruptive marketing campaign for a disruptive new product.”

Pure Blonde launched in 2004 as a beer with fewer calories than regular beer. The extension Pure Blonde Organic has 80% fewer carbs than regular beer, according to Carlton & United, and is certified organic by Australian Certified Organic (ACO).

Meanwhile, Carlton & United is also launching Pure Blonde Organic Cider, with 60% less sugar and 60% fewer carbs than regular cider. It replaces the original Pure Blonde Apple Cider.  


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