Carlton & United Breweries

CUB expands its spirits offer


7 Jun 2016

The spirits & RTD division of Carlton & United Breweries (CUB) has expanded its offering for the first time in several years with six new products due to hit the shelves.

The new products target two segments – both the mid strength ready to drink category and the premium category.

The range extensions support recent market share growth of the existing Cougar and Black Douglas RTD ranges; it also taps into consumer insights into the ready to drink category according the CUB’s GM of Spirits & RTD Dean Robinson.

“RTDs are occasion driven with more than half bought when people want to kick back and enjoy time with mates or are at social events with friends,” he said.

With premium RTD’s the fastest growing segment of the RTD category in Australia the team has created Cougar Black from authentic American sour mash whiskey aged in new American oak barrels to create a smooth and distinctive bourbon.

“Black Douglas Premium Strength is made from one of Australia’s best-selling favourite scotch whiskies aged for at least 3 years in charred oak barrels that proudly bears the name of one of Scotland’s mightiest warriors, Sir James Douglas,” Robinson added.

With the double digit growth in the 10 pack format which now represent more than 20% of all RTD sales in Australia, CUB has also released the premium range in both ten packs and four packs.

From a taste perspective, both Cougar Black and The Black Douglas Premium Strength provide drinkers with products that have a more noticeable whisky aroma and flavour which is exactly what premium RTD consumers are looking for.

On the Mid Strength RTD front, while primarily created to meet licensing requirements at many stadia and events, these products also play a key role in the consumer trends of improved focus on health, wellbeing and moderation.

The new premium products are;

Cougar Black 6.0% Bourbon & Cola – available in both 6 x 4x 375ml can slabs and 3 x 10 x 375ml pack formats.

The Black Douglas Premium Strength 6.0% Scotch Whisky & Cola  – available in both 6 x 4 x 375ml and 3 x 10 x 375ml pack formats.

CUB has also released these products in mid strength options;

Cougar Mid Strength 3.5% Bourbon & Cola – available in 4 x 6 x 375ml can pack format

The Black Douglas 3.5% Scotch Whisky & Cola  – available in 4 x 6 x 375ml can pack format

From a taste perspective, both Cougar and The Black Douglas Mid Strength RTDs provide consumers with an unmistakable whisky aroma and taste – full of the flavour that existing Cougar and The Black Douglas RTD consumers know & love.

Robinson said the additions to CUB’s spirits portfolio was a step in the right direction for pubs and outlets who wanted to be able to provide a greater balance in the ready to drink space.

“It’s been a while, but we think our customers will welcome the products coming into the portfolio.”

All the products will be available through independent retailers from this week.

BlackDouglasC RCougarCluster R

For further details or images contact; CUB media & communication on 0417 306 781

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