Low carb pioneer Pure Blonde is again helping lead the way, this time with the release of the first ACO-certified organic range in Carlton & United Breweries’ history. To promote the launch, Pure Blonde Organic Lager is publishing its recipe along with the full brewing process on billboards across the country and in a digital campaign via Clemenger BBDO, Melbourne.
Says Brian Phan, marketing VP, CUB: “We’ve created Pure Blonde Organic because beer lovers are increasingly conscious of the ingredients that go into their favourite drinks. And to ensure people know exactly what’s in Pure Blonde Organic Lager, we are publishing the entire recipe and brewing process. Now anyone in the world from competitors to home brewers can make their own Pure Blonde Organic Lager. It’s a disruptive marketing campaign for a disruptive new product.”
When Pure Blonde launched in 2004, it tapped into an emerging trend of people making more conscious choices around consumption. Back in 2004, Pure Blonde was embraced by beer lovers because it’s a great tasting beer with far fewer calories than regular beer.
Says Phan: “That trend has only grown. Going ACO certified organic was the next logical step for Pure Blonde.”
Pure Blonde Organic is certified by Australia’s leading organic body, Australian Certified Organic (ACO). And working to the strict guidelines of the ACO, Pure Blonde has created great tasting organic beer and cider options that are readily available in major retailers.
Says Phan: “Pure Blonde Organic will be among the most affordable and accessible ACO certified organic beer and cider in Australia.”
Pure Blonde Organic Lager still has 80% less carbs than regular beer. It is a full flavoured yet crisp tasting lager that has a rich golden colour, notes of apple wood and floral hops that are carried through with a malty palate.
Pure Blonde Organic Cider has 60% less sugar and 50% less carbs than regular cider. It has a pale straw and crystal clear clarity, with a fresh apple aroma and hints of apple core notes.
Pure Blonde Organic Cider replaces the original Pure Blonde Apple Cider. It has the same great taste and calorie content. Pure Blonde Organic Lager is an addition to the Pure Blonde family and sits alongside Pure Blonde Ultra.
For more information on Pure Blonde Organic Lager and Pure Blonde Organic Cider, visit pureblonde.com.au.