The original 90’s cult classic premix – Sub Zero – has been reimagined for a new generation.

Exactly 30 years since Sub Zero’s launch in 1994, Carlton & United Breweries – now proudly part of Asahi Beverages – has listened to drinkers and released Australia’s first zero sugar cola and vodka drink, Sub Zero Alcoholic Cola.

This icon of good times and great nights has been reimagined for Gen Z and will capitalise on the enduring popularity of alcoholic cola drinks among Aussie adults.

“Sub Zero was one of Australia’s first and most popular premixes – pioneering the multi-billion ready-to-drink trend that is stronger than ever today,’’ said Sub Zero Marketing Manager Ben Haysman.

Unlike the citrus based original, the new Sub Zero mixes the familiar taste of zero sugar cola with five-times distilled vodka, for a refreshing tasting kick.

“Despite the popularity of cola among drinkers there are very few vodka and cola premixes, and none with zero sugar. Until now.” said Mr Haysman.

“Sub Zero is aimed at today’s Gen Z – those looking for an easy-drinking zero sugar RTD with an edgy attitude – but it will also pull in nostalgic Subbie fans,” Mr Haysman said.

With the tagline: Thanks For Zero, Sub Zero captures Gen Z’s sense of irreverence and use of sarcasm as they navigate the modern, chaotic world.

Sub Zero’s ad campaign thanks older generations for…zero: “Thanks for jacking up my rent. Again”, and “Thanks for the noise complaints”.

“With no hidden nasties, no sugar and just the right level of fizz, Sub Zero is a great example of how Carlton & United Breweries is innovating to grow the premix category as this re-imagined retro icon is sure to be a favourite for a whole new generation of great nights,” Mr Haysman said.

Sub Zero is 4.5 per cent ABV and comes in 4 packs of 375ml cans. It will also be available on-tap in pubs and clubs around the country.

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