Carlton & United Breweries, under Asahi Beverages, has released a premix straight out of the 90’s, with the launch of Australia’s first zero sugar cola and vodka drink, Sub Zero Alcoholic Cola.
Exactly 30 years since Sub Zero’s launch in 1994, CUB has reimagined the classic beverage for a new generation. 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.
Sub Zero marketing manager, Ben Haysman, said 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.
“Despite the popularity of cola among drinkers there are very few vodka and cola premixes, and none with zero sugar. Until now,” said 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.
“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,” he said.
Sub Zero isn't the only drink getting a second chance in Australia. Earlier this month Carlton & United Breweries announced it was bringing the iconic lager, Foster’s Classic, back into Dan Murphy’s and BWS stores, through a three-year exclusive partnership with Endeavour Group. The company is boosting local Foster's production by 300 per cent for the Australian relaunch.
Sub Zero is 4.5 per cent ABV and available at liquor stores nationwide for RRP $23.99 in a four-pack or $119.99 in a case of 24. It will also be available on-tap in pubs and clubs around the country.
