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CUB refreshes Pure Blonde

July 28, 2015
Richard Oppy

Richard Oppy

The new healthier version of pioneering low carb beer, Pure Blonde, is good news for the entire beer category, argues Carlton & United Breweries marketing director, Richard Oppy.

CUB has further reduced the carbohydrate level of Pure Blonde by 30 per cent, making it now 80 per cent lower in carbohydrates than regular beer. Its calorie content has been reduced by a further ten per cent, making it 50 per cent lower in calories than wine per millilitre. It has also been transformed into a “low gluten beer”.

The move comes after the Brewers Association, which represents CUB and the other big brewers, last year acknowledged that the beer category had an image problem. The association’s research found consumers believed beer was “fattening” and “a lot less healthy than wine”.

But Oppy rejected the suggestion that the Pure Blonde approach will simply entrench these beliefs rather than challenging them.

“I think it’s actually highlighting that beer is relatively not that bad for you. When you can use a beer like Pure Blonde to go up against wine, which is perceived by a lot of consumers as a healthier alternative, they’ll see that Pure Blonde actually has 50 per cent less categories than wine,” he told Australian Brews News.

“I think for a lot of people that will be new news and a reason for them to enter the beer category.

“Similar to the way Coke Zero came in and did a job within carbonated soft drinks, providing a healthier alternative, we see Pure Blonde as leading the charge for us in driving a category approach,” Oppy said.

New Pure Blonde

New Pure Blonde

A recent Roy Morgan study claimed that low-carb beer drinkers were actually less concerned about their waistline than the average Australian, but Oppy said CUB’s own findings were very different.

“Consumers today are more conscious of living a healthier lifestyle than they’ve ever been before,” he said.

“You only have to look at the different diets that people are on these days, and actually how open they are are about the diets they’re on. We thought we’d capitalise on that trend and give a reason for people to reappraise Pure Blonde.”

Read more:
Low carb beer finds unlikely niche
Beer lover’s guide to good health
Gluten-free risky for brewers

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9 Responses to CUB refreshes Pure Blonde

  1. Jim Blount on February 24, 2016 at 9:47 am

    I totally concur! The flavour has gone. Stopped buying this crap when it came out, will not buy it EVER! Now drinking Hahn superdry.

  2. Martin Roberts on February 23, 2016 at 2:29 pm

    If all the dopes claiming they can taste the change were not aware of the lower ABV they would notice nothing!!!
    There is zero flavour in this crap beer anyway. To ensure no flavour is detectable, it is served ice-cold.
    Our taste buds are useless at 4C and below! You are only tasting the marketing!
    Wake up you fucking sheep and drink beer with real flavour not implied flavour!

  3. Penny on January 21, 2016 at 2:20 pm

    I love it, can still as a women enjoy a few beers without worrying as much about the waist line.

  4. Les Szac on November 23, 2015 at 7:38 pm

    I agree with all of the comments and will not be buying it again, unless they bring back the original.
    I am not a brew master but a big part of the lack of flavour must relate to dropping the alcohol content as well.

    I am dumbfounded by the management at CUB.

    After the disaster they had with dropping the alcohol content with VB the new owners went back to the original.
    But…what do they do, the same mistake and change a product with a loyal following.

    Sure bring out a new beaut ultra low product but don’t destroy a great product and lose loyalty like what happened with VB.

    • Jim Blount on November 24, 2015 at 10:25 am

      Couldn’t aggree more. Have not and will not buy this new low carb beer. Bring back the original!

  5. Jim blount on September 29, 2015 at 5:36 pm

    Have tried this twice (2 cartons) i found the taste was poor/non existent. Enjoyed this product often before and was therefore very disappointed with the change. Won’t buy it again, will stay with good ol’ Teds!

  6. HUGH on September 29, 2015 at 10:38 am



  7. Neo JEON on August 27, 2015 at 9:00 pm

    pure blonde has been my one of the favourite beer so far, because of the refreshing taste and the freshness on next day.
    New pure blonde, however, doesn’t have the awesome full taste. Especially finishing taste no longer exists.
    I’ll definitely be again a big fan of pure blonde if the previous one comes back, but new one really disappointing.
    I know what you guys pursuing for. Beer lovers, however, don’t care much about carbohydrates. Jumping from 50M and 100M to the ground give pretty much the same result.
    Pure blonde was already great beer and I hope I can drink the original one again.
    Thanks guys

    • John on September 22, 2015 at 9:32 pm

      My sentiments exactly.I have been a Pure Blonde drinker since it came out.I won’t be drinking it any more unless the old one comes back. I don’t understand why they would change the beer.Sure, bring out an ultra low carb beer, but leave the old one alone. Give people the choice.

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