New multi-media campaign Beyond Expected set to drive category growth, and connect even more consumers with Japan’s No.1 beer

Asahi Super Dry, Japan’s No.1 Beer, is bringing the refreshing taste of modern Japan to Australia with a multi-channel advertising campaign to air nationally across TV, VOD, digital and OOH channels from this weekend.

No city is more alive than Tokyo. Around every corner, through every door, there’s something unexpected. Solidifying the brand as a global icon of progressive Japan, this idea is at the core of Asahi Super Dry’s new core comms campaign – Beyond Expected – which invites our audience to go beyond the ordinary and keep exploring new ideas and experiences. In the campaign’s key hero film, Asahi Super Dry takes consumers on a journey exploring the unexpected and vibrant world of modern Japan.

Showcasing the unique crisp, ‘super dry’ taste of Asahi Super Dry, Beyond Expected is the largest campaign in the brand’s history and is supported with significant investment to build on the beer’s growth in recent years. In the last two years alone, the brand has grown almost 20% in volume across retail and on-premise channels in Australia combined.

Inspired by dry sake, Japanese master brewers redefined the beer category when they introduced the world’s first super dry beer in 1987. Dry and crisp with a quick, clean finish, it leaves you refreshed and ready for the next sip, next bite of food, or next discovery. The Beyond Expected creative centres on the consumer expectation of what typical beer should taste like and how Asahi Super Dry offers a unique super dry taste that’s like no other.

Kym Bonollo, Head of International Brands at Asahi Beverages, said: “The world we live in has changed and this is reflected in the way consumers are seeking enriching drinking experiences, both in and out of the home. Asahi Super Dry continues to see strong growth across on- and off-premise and its unique, refreshing taste coupled with strong provenance is testament to its popularity amongst drinkers. As a brand, our philosophy is you get the most out of life not by following the path, but by exploring and re-inventing the future. There’s no country in the world that does this better than modern Japan.”

Media contact: Simon Pristel, Headline PR, 0412 393 433

Asahi Super Dry Brand Team – Australia:
General Manager, Marketing: Nicole McMillan
Head of International Brands: Kym Bonollo
Marketing Manager: Edwina Murphy
Brand Manager: Monique Di Gregorio
Assistant Brand Manager: Yayoi Akiyama

ENDS

Carlton Draught has delivered on its promise to launch a limited-edition “#Baggers22” Carlton Draught cans in time for the club’s most important home-and-away game in at least a decade.

In a last-ditch effort to rally the Blues faithful ahead of what could be the club’s first AFL Finals series appearance since 2013, fans are expected to rush to get their hands on a case in time for the do-or-die clash at the MCG on Sunday.

After putting the call out on social media channels after the Blues beat Fremantle to go 10-4, Carlton Draught promised to release the #Baggers22 can if they received 10,000 likes.

The post subsequently amassed over 37,000 likes and so a limited-edition production of 5,000 cases went on sale at 7 pm last night.

#Baggers22 cans are available for $58 exclusively through the Carlton Draught Merch Store www.carltondraught.com.au.

Carlton & United Breweries Classic Beers Director, Hayden Turner, said the #Baggers22 Carlton Draught cans will provide Blues fans more reason to celebrate if they beat archrivals Collingwood on Sunday.

“After being inundated with responses, we can’t wait to see thousands of Carlton fans celebrate their return to the finals with a Carlton Draught in hand if they beat Collingwood,” he said.

“We expect the cans to be extremely popular. If Carlton win on the weekend, fans will be riding the wave of finals football with the limited-edition brew.”

Carlton legend Stephen Kernahan said: “These are great cans befitting a great football club.

“Like many other Carlton fans, I can’t wait to toast the boys’ success this weekend against the old enemy with a #Baggers22 can.”

Carlton Cans photos

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For more information please contact: plucarelli@tlaworldwide.com

Victoria Bitter is rewarding hard work in new ways with the launch of a brand-new grooming range, VB for Men.

VB has brewed up a knock-off defining range featuring products designed to refresh, relax and restore after a hard day on the tools. With grooming products containing freeze-dried VB, blokes around Australia can now reward much more than their thirst.

Products include VB exfoliating scrub to wash away the dirt and grime from the worksite, VB bath frothy to soak hard working muscles and a VB face moisturiser to restore the skin after it’s knocked off for the day.

VB Marketing Manager, Marc Lord said, “The VB for Men range gives blokes all the tools they need to avoid using their partner’s products and start a grooming regime of their own.
“The products have been designed to make grooming simple and accessible; from men new to the category through to those who know their scrubs from their serums.”

Brand ambassador and former NRL star Beau Ryan said, “For the good of my fellow men, I did the right thing and tested out every product in the range.

“The VB face mask is the winner for me. They’re man-sized and built to fit a head as big as mine! Better yet, they’re shaped for beards with a detachable bottom half. One might even suggest this masterful design has sipping an ice-cold stubby in mind.”

Launching just in time for Father’s Day, the grooming kit includes selected products from the range and is available from the VB store and Chemist Warehouse for $59.99.

The full product range is also available exclusively from Chemist Warehouse, with products starting from $5.99.

Media assets for editorial use can be downloaded from the links below:
• How To Videos featuring Beau Ryan available here
• Video News Release including quotes from Marc Lord, Beau Ryan and Bryan Fletcher along with campaign content here
• High-res imagery of the VB for Men grooming kit and product range here

ENDS –
For interview requests with a VB or Chemist Warehouse spokesperson please contact TLA:

Ivana Bogut
ibogut@tlaworldwide.com
0478 072 377
#VBForMen @victoriabitter

One of Sydney’s leading craft breweries has released its own take on Australia’s newest beer style: Aussie Wheat Ale.

Brewers from 4 Pines are helping to pioneer the new beer – which has been tailored specifically to Australian tastes using wheat grown right here by Aussie farmers.

It was a no-brainer that Aussie Wheat Ale needs to be light and bright, with a fresh and zesty aroma, while staying approachable and refreshing.

4 Pines Head Brewer, Andrew ‘Tweeds’ Tweddell, said their take on Aussie Wheat Ale was a contemporary twist on the traditional wheat beer, using locally grown wheat and techniques to create a flavour profile that will appeal to modern beer lovers.

“Australian wheat is widely regarded as some of the best wheat in the world,” he said.

“4 Pines Aussie Wheat Ale pours light in colour, with a slight haze that reminds you of golden days, and is light and sessionable with low bitterness and a pleasant fruitiness. It’s the perfect beer for modern Aussie beer drinkers.”

Wheat growers Paul and Helen Barclay, who farm at Curyo in Victoria’s Mallee, supply wheat to Joe White Maltings for the new 4 Pines Aussie Wheat Ale.

Paul said they have been producing malt wheat for more than 30 years and seeing it turned into products like Aussie Wheat Ale “is what it’s all about”.

“It’s fantastic to see Australian-grown wheat being used in a product like this – turning Aussie grain into beer that is now hitting Aussie shelves,” Paul said.

“There are a lot of good beers out there, but this one stands out.”

Some of Australia’s most well-known breweries Matilda Bay, Mountain Goat, Pirate Life and Green Beacon Brewing Co have all come up with their own unique take on the new Aussie Wheat Ale style.

Each of these breweries is part of the Carlton & United Breweries family.

4 Pines Aussie Wheat Ale is available now at Dan Murphy’s and BWS stores.

Aussie Wheat Ale photos

Media enquiries – HeadlinePR: Lisa Gilbert 0412 822 673

Melbourne City FC can today announce an exciting new partnership with Asahi Super Dry, as the Club’s Official Beer Partner.

This new multi-year deal will put Melbourne City fans at the heart of the partnership with a strong presence at AAMI Park and through a series of giveaways and competitions.

The deal also sees Asahi Super Dry become the Official Beer Partner of three other City Football Group clubs; Manchester City, Yokohoma F. Marinos and Sichuan Juiniu.

The brand’s new moderation choice, Asahi Super Dry 3.5% will be available for purchase for not just all City home games, but a host of events at AAMI Park from the start of the 2022/23 season.

In conjunction with Asahi, we will soon be announcing some exciting campaigns where City fans will be able to win tickets, merchandise and premium stadium experiences.

Melbourne City CEO, Brad Rowse said: “We are really excited to be welcoming Asahi Super Dry as our new Official Beer Partner.

“Asahi is a premium product and perfectly complements our fans’ tastes and lifestyle. We have already started to work with the team at Asahi on how we can expand the traditional boundaries of sport sponsorship and deliver several exciting experiences for our fans.

“It is also encouraging to see Asahi Super Dry coming onboard with multiple clubs across City Football Group, allowing us to further showcase and build the strength of the brand around the world.”

Carlton & United Breweries CEO, Danny Celoni said: “We are excited to start giving Melbourne City fans a taste of modern Japan, and to be finding new and exciting ways to connect this sponsorship to our customers to ensure we continue to drive category expansion.

“Asahi Super Dry is Japan’s No.1 beer and is brewed with precision to the highest quality standards, under the supervision of Japanese master brewers.

“It is wonderful to partner with a club that shares our commitment to excellence. We are constantly innovating at Asahi Beverages and look forward to elevating the fan experience at Melbourne City.”

Asahi Beverages Media Contact: reid.sexton@asahi.com.au
Melbourne City FC Media Content: dan.mellios@melbournecityfc.com.au

About Asahi Beverages

Asahi Beverages operates across Australia and New Zealand with three Business Divisions: Asahi Lifestyle Beverages (non-alcohol in Australia), Carlton & United Breweries (alcohol in Australia) and Asahi Beverages NZ (alcohol and non-alcohol in NZ).

It has manufacturing plants in all Australian states and in New Zealand. Asahi Beverages makes and distributes some of Australia’s and NZ’s most loved drinks.

Our leading alcohol range in Australia includes Asahi Super Dry, Carlton Draught, Victoria Bitter, Great Northern, Carlton Dry, Pure Blonde, Cascade, Peroni, 4 Pines, Mountain Goat, Pirate Life, Balter, Green Beacon, Somersby Cider, Riot Wine, Vodka Cruiser and Lexington Hill cocktails. We also proudly import and distribute Corona beer.

Our diverse range of non-alcohol drinks includes leading brands such as Schweppes, Solo, Cottee’s, Cool Ridge water and Spring Valley and Charlie’s juices. We also proudly manufacture and distribute under licence Pepsi, Mountain Dew, Sunkist, Gatorade, Lipton Iced Tea and Kombucha.

About Melbourne City Football Club

Melbourne City Football Club is a professional football club that competes in the major Australian domestic competitions, the A-Leagues.

The Club, formerly known as Melbourne Heart FC, was established in 2009, inspired by a vision for a broad-based community team, celebrating cultural diversity and sporting passion through football.

Becoming known as Melbourne City FC in 2014, the Club is wholly owned by the City Football Group and plays its home games at AAMI Park, a 30,000-capacity stadium in the heart of Melbourne’s sporting precinct.

Since its inception, the Club has built a reputation as one of Australia’s best on and off the pitch with a proud history of youth development and on-pitch success for both men’s and women’s teams.

Melbourne City has secured several trophies in recent years with an A-League Men’s Championship (2020/21), two A-League Men’s Premierships (2020/21, 2021/22) and one FFA Cup (2016).
The women’s team, which formed in 2015, have been crowned A-League Women’s Champions four times (2015/16, 2016/17, 2017/18, 2019/20) as well as A-League Women’s Premiers twice (2015/16, 2019/20).

Managed by Club legend, Patrick Kisnorbo, the Club’s training and administrative base is now located at Casey Fields in Melbourne’s southeast – following a relocation from the Club’s former training ground, CFA Melbourne (Bundoora) in July 2021.

This July, Peroni will relaunch its moderation portfolio of non-alcoholic (0.0%) and mid strength (3.5%) beers in Australia, under the Masterbrand of Peroni Nastro Azzurro, continuing to deliver the same Italian passion and flair to customers.

Launching in Europe in April this year, Peroni Nastro Azzurro 0.0% and Peroni Mid Strength 3.5% are crafted using the signature Nostrano dell’Isola maize, grown exclusively for Peroni in the north of Italy, creating the same uplifting Italian taste.

Birra Peroni has implemented technology in its Rome brewery to enable Peroni Nastro Azzurro 0.0% to match the flavour profile of signature beer, Peroni Nastro Azzurro, which has been brewed since 1963. This technology allows the signature base recipe and ingredients of Peroni Nastro Azzurro to be used, and only after the characteristic aroma and taste profile of Peroni Nastro Azzurro is fully developed, is the alcohol gently removed to deliver the crisp and refreshing Italian taste.

Australians still love a drink but are consuming beer in an increasingly responsible way, with Australian alcohol consumption at historic lows. These new Peroni beers cater to Australia’s evolving tastes, allowing lovers of premium beer to moderate their alcohol consumption while still enjoying the full and distinctive Peroni flavour.

Kym Bonollo, Head of International & Craft at Asahi Beverages, says: “Peroni Nastro Azzurro 0.0% and Peroni Mid Strength 3.5% will replace Peroni Leggera and Peroni Libera throughout Australia, giving beer lovers a more authentic Peroni taste.

“This launch has been a true global partnership between the local Australian team, our global team in London and our home team at Birra Peroni, Italy to develop these incredible and, might I say, refreshing brews. More than ever, we are all moderating our choices, but we shouldn’t have to compromise on taste. The redevelopment of our moderation portfolio to bring the uplifting taste of Peroni Nastro Azzurro to more consumers is a simple but positive one for our future.”

Peroni Nastro Azzurro 0.0% will also replace Peroni Libera 0.0% in partnering with the Aston Martin Aramco Cognizant Formula One™️ Team and will appear across the car and all team kit, with the all-new 0.0% beer set to be served at prestigious events across the global Formula One™️ calendar.

The Peroni Nastro Azzurro 0.0% launch in the Australian market will be supported by a campaign above the line across TV, video on demand, out of home, digital and social channels from September 2022. The beer will be available through retail and on-premise venues.

Asahi Beverages is committed to providing more options for beer drinkers to moderate their alcohol consumption. Already, 29% of Asahi Beverages’ beer sales are from no, low, and mid-strength beer.

For more information about the contents of this document, contact Anna Shaw, 3 Degrees Marketing ashaw@3dm.com.au

Asahi Super Dry has launched ‘Asahi Super Dry 3.5%’, a new mid-strength beer with the unmistakable Karakuchi flavour of its full-strength counterpart.

Asahi Super Dry 3.5% offers a crisp and refreshing alternative to the full-strength beer and, with its distinctive branding, is more likely to be recognised as a mid-strength offer versus Asahi Soukai, which it is replacing.

Since launching in 1987, Asahi Super Dry has become Australia’s favourite premium Japanese beer. Now, with Asahi Super Dry 3.5%, Australian beer lovers can enjoy the same crisp and refreshing taste they’ve come to love while moderating their alcohol consumption.

Mid-strength beers are increasingly popular in Australia and, with Asahi Super Dry 3.5%, there’s even more reason to enjoy a mid-strength option.

“Asahi Super Dry has continued to accelerate its growth in the Australia market,” said Monique DiGregorio, Brand Manager Asahi Super Dry. “With this growth, ensuring we have the right approach to our moderation portfolio is crucial. The transition of our mid-strength Asahi beer to the ‘Super Dry’ taste profile is a positive step locally and globally to achieve this. This transition is also reflected in the name and packaging. We’re confident that Asahi Super Dry 3.5% will be enjoyed by anyone who loves the original but who is looking to moderate their alcohol consumption.”

The launch of Asahi Super Dry 3.5% in the Australian market will be supported by a campaign above the line across video on demand, out of home, digital and social channels from August 2022. The beer will be available through retail and on-premise venues.

Asahi Beverages is committed to providing more options for beer drinkers to moderate their alcohol consumption. Already, 29% of Asahi Beverages’ beer sales are from no, low and mid-strength beer.

For more information about the contents of this
document, contact Anna Shaw, 3 Degrees Marketing
ashaw@3dm.com.au

Victoria Bitter has partnered with Dan Murphy’s to bring its first-of-a-kind Solar Exchange program to more Aussie households, allowing beer lovers to collect their hard-earned solar slabs in-store.

The Solar Exchange program, launched in 2021, enables Aussies to exchange the credit on their power bill from generating excess solar for VB via Diamond Energy.

From today, every $30 worth of credit can now be exchanged for a carton of 24 VB cans or bottles – or a 30-pack carton of VB cans – at participating Dan Murphy’s stores.

VB and Dan Murphy’s will continue to grow the number of participants in the Solar Exchange program, with over 1 million beers expected to be exchanged over the next 18 months.

Hayden Turner, Head of Classic Brands at Victoria Bitter, said: “This Australia-first program was launched as a way to thank those who have made an effort to go solar with some hard-earned VB, and we’re excited to partner with Dan Murphy’s and bring the program to even more Aussie households. It’s a great deal for beer lovers and a great deal for the environment.”

The partnership will see all existing Solar Exchange accounts also able to collect their slabs from their local Dan Murphy store.

Dan Murphy’s National Renewal Operations Manager Tyson Holbery said: “We are passionate about sustainability at Dan Murphy’s, which is why we are so excited to partner with VB on their solar exchange program. With energy prices at an all-time high, there’s never been a better time for Aussies to switch to solar – and thanks to this program, customers can get rewarded with great brews.”

The VB Solar Exchange program was launched as part of Asahi Beverages’ ambitious sustainability plan, including a commitment to source 100% renewable electricity by 2025. In 2018 CUB, which is now part of the Asahi Beverages family, adopted renewable energy as the way forward with the signing of a 12-year Power Purchase Agreement for 74,000 MWh per year of renewable energy from the giant solar farm outside Mildura.

With 258 stores in its fleet, almost 20 per cent of Dan Murphy’s stores now have solar panels, a significant milestone that has been achieved in just three years.

Dan Murphy’s is part of Australia’s leading drinks and hospitality business Endeavour Group. As outlined in the company’s sustainability strategy, A positive imprint, made together, Endeavour Group has committed to reducing its environmental impact, including sourcing 100% renewable electricity by 2030 and having net zero emissions by 2050.

To apply for the program, energy consumers with solar excess need to switch their electricity retailer to Diamond Energy and agree to the VB Solar Exchange terms and conditions*.

The program is available to residential householders only, with spots available for residents of VIC, NSW, QLD (Energex customers only) and SA. There is a cap of 24 on the total number of cartons that can be earned during the program per 12-month period.

Further information, including eligibility requirements and terms and conditions, are available online at www.VBsolarexchange.com.au

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For more information contact
Melanie Campbell
0468 309 452 | melanie.campbell@clemenger.com.au

About VB’s commitment to renewable energy:

In 2020, VB put the sun to work when it became entirely brewed with 100% offset solar energy. VB’s Solar Exchange takes this a step further by enabling Australian households to exchange their offset solar credits for VB.

The VB Solar Exchange program builds on the brand’s commitment to the environment and a greener future, and on its belief that hard work – in the form of your hard earned solar – can be used to earn you a big cold beer.

About Dan Murphys:

Dan Murphy’s is the destination for the widest range of drinks discovery in Australia at the best prices. Discover over 4000 different wines – local, imported, aged and rare – as well as a huge range of local and imported craft beer, spirits, zero alcohol drinks and more.

About Diamond Energy:

Diamond Energy is an Australian-based, retail electricity company and renewable energy generator, operating since 2004, receiving a 5-star rating in the latest Greenpeace’s Green Electricity Guide.

They are committed to helping customers save energy and save on their bills. Their Australian based team specialise in helping customers get the most out of solar and making solar accessible to all. They also provide competitive rates and ongoing discounts that don’t disappear or reduce solar feed-in credits.

www.diamondenergy.com.au

Aussie drinkers are getting a brand-new style of beer that they can call their own.

Aussie Wheat Ale is a modern take on the traditional wheat beer, tailored specifically to
Australian tastes using wheat grown by local farmers.

It is the brainchild of leading Australian brewers and beer experts who came together to
come up with the ultimate Aussie beer, asking themselves: what do Australians love in a
beer?

It was a no-brainer that the ultimate Aussie beer needs to showcase top-quality Aussie
ingredients. It should also be light and bright, with a fresh and zesty aroma, while staying
approachable and refreshing.

The result was Aussie Wheat Ale: a contemporary twist on the traditional wheat beer, using
techniques to create a flavour profile that will appeal to modern beer lovers.

Most Australian beer uses barley as the dominant ingredient. Substituting a proportion of
barley with premium wheat malt grown right here under the Aussie sun gives this new beer a
soft fluffy head with subtle aroma, delicate malt sweet taste and bright haze that glows like
sunlight in the glass.

Some of Australia’s most well-known breweries Matilda Bay, Mountain Goat, Pirate Life, 4
Pines and Green Beacon Brewing Co have all come up with their own unique take on the
new style.

One of the brewers who helped to create Aussie Wheat Ale is Matilda Bay’s Phil Sexton, who
is widely considered the father of Australian craft beer. Back in 1984, Phil started the craft
beer movement in Australia with the now iconic Redback – a wheat beer made mostly in the
traditional German hefeweizen style.

He describes Matilda Bay’s Aussie Wheat Ale as somewhere between “a pacific ale style
and a Redback”.

“There’s a little bit of baggage with traditional wheat beers. Some people think of wheat
beer as heavy tasting and that doesn’t necessarily fit our Australian lifestyle and climate,” he
said.

“Aussie Wheat Ale is unlike anything that you might’ve tried in the past. We’ve paired some
of the country’s best brewing wheat with a new and exciting hop, Australian Eclipse, to give
us a very fresh and vibrant beer that takes the wheat beer category in a very new direction.”

Mountain Goat Head Brewer Alana Rees said her brewery has been championing Aussie
craft beer since 1997 and has a long history of putting its own spin on the classics.

“This beer is for a whole new generation of drinkers, made with locally-grown wheat and
hops. It’s the cleanest, most sessionable beer we have ever created with a nice mouthfeel
and a soft citrus note,” she said.

Phil worked in Western Australia’s central wheat belt in his younger years, so he’s passionate
about showcasing this hero ingredient: Aussie wheat.

“We make really high-quality wheat in Australia and that’s why I’m so excited about Aussie
Wheat Ale,” he said.

“It’s a craft beer style that Australians can call their own, knowing that they’ll be supporting
our farmers while enjoying a refreshing and modern Aussie beer.”

Aussie Wheat Ales by Matilda Bay, Mountain Goat and Pirate Life are available now at
nation-wide from Dan Murphy’s and BWS stores.

4 Pines will be available nationally from August.

Green Beacon Brewing Co’s Mollyhawk Aussie Wheat Ale is available in NSW and QLD from
Dan Murphy’s and BWS stores.

Pirate Life, Matilda Bay, Mountain Goat, 4 Pines and Green Beacon Brewing Co are part of
the Carlton & United Breweries family.

Photos:
AWA pics

Matilda Bay Aussie Wheat Ale
This bright and fresh brew is equal parts hazy and lively, combining all Australian wheat and
Australian Eclipse hops. Aroma of mojito lime, ripe tangerine and fresh cut grass gives way to
hints of tangerine flesh, Seville orange, a silky full body from the Australian-grown wheat, with
subtle bitterness and a crisp tight finish.

Mountain Goat Aussie Wheat Beer
Soft citrus on the front palate from the hops, with a smooth, creamy body and a crisp finish
that’s immensely refreshing.

Pirate Life Aussie Wheat Ale
The Pirate Life Aussie Wheat Ale pours a luminous pale straw. Expect a fluffy white head and
delicate floral and citrusy aromas. To drink, it’s crisp and well balanced with a clean,
refreshing finish.

4 Pines Brewing Company Aussie Wheat Ale
Aussie Wheat Ale pours light in colour with a slight haze that reminds you of golden days.
Castilla and Amarillo hops pack a fruity aroma of stonefruits, ruby red grapefruit, and
raspberries, complemented by a citrus kick from small additions of yuzu peel.

Green Beacon Mollyhawk Aussie Wheat Ale (QLD/NSW only)
Mollyhawk Aussie Wheat Ale -packed full of Aussie wheat, naturally hazy and super pale.
Aromas and flavours of fresh citrus with hints of juicy tropical fruit.

For media enquiries contact HeadlinePR:
Lisa Gilbert 0412 822 673 lisa@headlinepr.com.au

We’ve never relied more on technology than we do today. While being connected to the world from just the palm of your hand has many benefits, it’s important for us to get away from our phones every now and then, and enjoy the present without interruption from constant notifications.

The great outdoors is one of the last remaining places we can do this, as much of it is still offline. But, as mobile coverage spreads from coast to coast, it won’t be long before every nook of this country is connected – even remote pockets where we’d normally go to escape it all.

So before it’s too late, shouldn’t there be some areas left untouched by technology?

Australian beer brand Great Northern Brewing Co. has launched an initiative to protect remote pockets of the great outdoors from mobile data coverage, so the feel-good benefits of nature can always be experienced at their purest.

Australians are being called on to sign the petition to protect ‘The Zero G Network’ – a selection of tech-free sanctuaries in the great outdoors. These pristine, remote spots are currently out of range and free of emails, notifications and hashtags. The intention is to preserve these tech-free sanctuaries for future generations so that people will always have places to experience the benefits of being outdoors and offline.

And the time to do so is now. 5G is expected to reach 95 per cent of the Australian population by 2025, meaning very soon it will be hard to escape our phones.

Unfortunately, it’s not as simple as just switching off your mobile, with recent research demonstrating that Australians are addicted to their devices, with 68 per cent of Australians admitting they haven’t left the house without their phone since the start of the pandemic.

On average, Australians spend 5.5 hours a day on their phone. That’s almost 17 years of our lives spent looking at our phones.

Half (49%) of Australians admit they spend too much time on their phone, while half (49%) have tried to limit the amount of time they spend on their mobile phone.

This number is higher again for younger Aussies, with 69 per cent of Gen Z, and nearly three quarters (73%) of Millennials saying they know they spend too much time on their phones.

Great Northern Brewing Co. Ambassador Matt Wright said that while technology is essential in the modern world, we need time away from our phones and devices to reset.

“There are studies that prove being outdoors, and away from technology is good for us, and I see that change happen when people from the city visit us up north and don’t have the connection they are used to. It’s important to switch off and be present. That’s why I find the Top End the most beautiful place in the world,” he said.

“We aren’t always good at doing what’s best for ourselves, and as mobile coverage extends into more remote areas, it won’t be long before every corner of the great outdoors is online, all the time. If we don’t do something about it soon, future generations will never get to experience these areas of Australia as nature intended.”

Great Northern Brewing Co. is asking Aussies to sign a petition for official protection of these pockets of nature, as well as submissions for spots that should be protected under The Zero G Network.

To find out where the Zero G areas are, nominate locations and sign the petition, visit https://greatnorthern.com.au/zerog

Note: The Zero G Network is not intended to limit coverage in any regional or rural towns. All spots will be remote, untouched places in the great outdoors.

-ENDS-

Media contact:
Melanie Campbell
E: melanie.campbell@clemenger.com.au
P: +61 468 309 452

Note to Editors
About Great Northern’s survey:
The survey was commissioned by Great Northern Brewing Company and undertaken by Lonergan Research in accordance with the ISO 20252 standard to explore people’s smartphone habits and barriers from spending more time in the great outdoors.
In April 2022, Lonergan Research conducted an online quantitative survey, interviewing more than 1,000 Australians aged 18+. The Australian survey is nationally representative.

Key insights:
68% of Australians haven’t left the house without their phones since the start of the pandemic.
● Two thirds (68%) of Australians say since the start of the pandemic they have never left the house without their mobile phone,with more than a quarter (27%) saying it has never left their side, while the furthest two in five (42%) Australians say they’ve been away from their phones is another room in their house.
● Just one in twelve (8%) Australians have been without their mobile phone for most of a day or more since the start of the COVID-19 pandemic.

Half of Australians admit they spend too much time on their phones.
● Half (49%) of Australians say they spend too much time on their phone, while half (49%) have tried to limit the amount of time they spend on their mobile phone.
○ 69% of Gen Z, and nearly three quarters (73%) of Millennials say they spend too much time on their phones (cf. Gen X 47%, Baby Boomers 17%)
● Slightly more than a third (35%) of Australians say their phone prevents them from being present in everyday life.
○ This increases to three in five (61%) amongst Millennials (cf. Gen Z 46%, Gen X 29%, Baby Boomers 9%)

2 out of 3 who attempted to use their phone less succeeded.
● Amongst those who attempted to limit the time they spent on their mobile phone, two thirds (65%) were successfully able to use their mobile phone less.
○ Millennials are the least likely to report success when attempting to use their mobile phones less (58%; cf. Gen Z 66%, Gen X71%, Baby Boomers 73%)

Boredom and needing to stay in contact are the main reasons against limiting phone use.
● Amongst those who attempted to limit the time they spent on their mobile phone, the most common barriers to not being able to limit their mobile phone use are getting bored and restless when not using their phone (61%).
○ Those who couldn’t reduce their phone use when trying were more likely to say they got bored and restless when not using their phone (73%; cf. those who could reduce 55%)

44% of Australians are spending more time on their phone than before the pandemic.
● More than two in five (44%) Australians admit to spending more time on their phone than they did before the COVID-19 pandemic.
○ This increases to three in five (62%) amongst Millennials, and 57 percent of Gen Z (cf. Gen X 41%, Baby Boomers 21%)
● One in four (25%) Australians say concerns about mobile phone reception stop them enjoying the great outdoors more.
○ This increases to more than two in five amongst Gen Z (43%) and Millennials (41%)

Talking with friends and family tops Australians’ phone use.
● The top three things Australians do on their phone are talking to friends and family (50%), browsing the web (47%), and scrolling on social media (41%).
○ Seven in eight (87%) Australians do one of those three activities
● A third of Australians say responding to emails or working (34%) and reading or watching the news (33%) are among their top three phone based activities.
● Short-form entertainment (21%) is more popular than long-form entertainment (16%) amongst Australians top phone uses, however a third (33%) say watching a form of entertainment is one of their top three phone uses.

3 in 5 Australians access emails and Facebook daily from their phones.
● Email (61%) and Facebook (59%) are Australians’ most commonly accessed daily phone apps/platforms.
● Email is the most common app accessed by Gen X (72%) and Baby Boomers (52%), whilst Millennials prefer Facebook (72%) and Gen Z prefer Instagram (66%).
○ Less than half (47%) of Gen Z say they access email apps/platforms daily
● One in six (16%) Australians use TikTok daily.
○ This is strongly driven by Gen Z (41%; cf. Millennials 24%, Gen X 10%, Baby Boomers 2%)

47% of smartphone users don’t feel like they spend enough time in the great outdoors.
● Nearly half (47%) of smartphone users don’t feel like they spend enough time in the great outdoors.
○ Feeling like they don’t spend enough time in the great outdoors is higher amongst the younger generations (Gen Z 53%, Millennials 50%; cf. Gen X 47%, Baby Boomers 42%), and women (51%; cf. men 44%)

Most common barrier stopping smartphone users experiencing the outdoors –not having anyone to go with.
● The most common barrier to spending more time outdoors amongst smartphone users who don’t spend enough time in the great outdoors –not having anyone to go with and not wanting to go alone (42%).
● About a quarter of smartphone users who don’t spend enough time outdoors blame not knowing where to go (27%), a lack of experience (24%), not having the right equipment (24%), and being too far away (23%) from spending more time outdoors.
● One in ten (11%) smartphone users who want to spend more time in the great outdoors say their worries about being disconnected is a barrier for them. This equates to 58,000 Australians.