The low/ no-alcohol movement is becoming one of the biggest drinks trends in years. Sales of low/ no-alcohol drinks have risen by more than 20.5% in just
one year, with low-alcohol beer and cider sales soaring by almost 30%
(Kantar Worldpanel). Carlton, one of Australia's leading beers approached WCN_ to create an offer to answer this changing consumer need.
WCN_ created a powerful and dramatic statement from Carlton that would stand out amongst the crowd, and engage with it's audience. The brand expression needed to imbue confidence whilst ensuring that it retained it's masculinity with modernity.
AB InBev is expecting no- or low-alcohol beers to make up 20% of its total volume worldwide by 2025. For brands within the Australian portfolio, it is critical to retain their positions within the market as leaders of the category.
Throughout the design, textures and finishes were used to build refinement and quality, whilst ensuring the proposition remained impactful and dramatic. The can features a first within the Australian beer and cider market with a full black closure which builds further distinctiveness to ensure differentiation from the category.
“We are incredibly excited about the potential of Carlton Zero which is the first non-alcoholic beer in the company’s 180 year history. I think the impact and standout of the packaging looks amazing, and as a result you would certainly be proud to hold this beer in your hand.”
Richard Oppy InBev/CUB VP Marketing APAC South