Luring young drinkers is only half the battle
Article Abstract:
Carlton and United Breweries has relaunched its Sub Zero brand of "alcopop" that is designed to woo people aged 18 to 24 to alcoholic beverages. The brand experienced sales declines in 1997, so Carlton and United Breweries has introduced new flavours and a canned version of Sub Zero. Youth have begun turing away from alcopop beverages now that the novelty has waned and currently are fueling a boom in bourbon and vodka, two alcoholic beverages cunningly marketed to their age group.
Publication Name: Business Review Weekly
Subject: Business, general
ISSN: 0727-758X
Year: 1998
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Lion claws back territory in the battle for the hearts of beer-drinkers
Article Abstract:
The Australian division of brewer Lion Nathan gained 4.3% in market share during the half-year ended Feb 28, 1998. This followed years of decline in competing with rivals including Fosters Brewing Group, a division of Carlton & United Breweries (CUB). Lion hopes to increase sales of a new mid-strength beer, Tooheys Amber Bitter, which competes with CUB's Carlton Midstrength.
Publication Name: Business Review Weekly
Subject: Business, general
ISSN: 0727-758X
Year: 1998
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United Distillers makes a 'scary but necessary' switch for Bundaberg
Article Abstract:
Marketing promotions for United Distillers' Bundaberg rum have been adapted to give the brand a more contemporary appeal. A marketing budget of A$8 million will focus on fast-paced television commercials aimed at 18- to 24-year-olds, who are willing to try new items and may become loyal drinkers. United Distillers is targeting a 7.8% sales increase for 1998.
Publication Name: Business Review Weekly
Subject: Business, general
ISSN: 0727-758X
Year: 1998
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