A Lighter Shade fo Dark

Using an old line, statistics don’t lie. Light beer sales to June 30 this year (effectively the 2005-06 financial year) was down 10%, compared to a fall of 12.3% during 2004-05. The industry-wide MAT for mid-strength beer was up 4.5%, compared to a rise of 4.8% at the same time last year, while full strength beer was up 1.1%. Queensland and WA remain the best performing interstate markets for midstrength beers in general

So what can we learn from this data. According to Coopers Marketing Director and Chairman, Glenn Cooper,” The continuing fall in light beer sales has a lot to do with younger drinkers in particular being more responsible in their drinking habits. He suggests that they are more likely to appoint a designated driver for a group, allowing the others to drink full strength beer.” He goes on to say “Older generation drinkers tended to be light drinkers as they are more likely to want to drive home after a few drinks and drink light to keep below the prescribed limit. And as far as mid strength superiority in Queensland and Western Australia, I’ll take a punt on the factor of excessive heat and humidity as the driving force for their products. So who are the shining lights, pardon the pun, in the light and midstrength range, let’s have a look.

Light Beers

Hahn Premium Light has continued to grow its share of the light beer market over the last 12 months. Since launching in 1998, this has been a consistent achievement for the brand with Hahn Premium Light still the dominant leader in this market and is nearly 50% bigger than its nearest competitor. Hahn Premium Light continued to engage light beer drinkers through its award winning television campaign both on free-to-air and pay networks.

James Boag’s Premium Light, at 2.9% alc/vol, is the lower alcohol version of J. Boag & Son’s flagship brand, James Boag’s Premium Lager. Launched nationally in February 2002, James Boag’s Premium Light quickly gained a reputation as a top quality light beer. Its first award came the same year at the 2002 Australian Liquor Industry Awards, winning ‘Best New Beer’. Sales in 2006 are reversing the trend of the light beer category in Australia, remaining steady, even with aggressive pricing strategies from its nearest rivals. James Boag’s Premium Light is a full flavoured light beer with a smooth, pleasant bitterness. The aroma is clean and fresh with a malty, fruit character.

Cascade Premium Light helped change Australian’s perception of light beers, that premium tasting, low alcohol beer was achievable. Cascade’s brewer’s source high quality two-row barley, along with Tasmanian and Victorian hops for Cascade Premium Light. Produced using the ultra high gravity brewing method, this creates a full-bodied, flavour-rich beer with a low alcohol content. Cascade’s own yeast strain is also used for the beer. Pride of Ringwood and Hallertau Hersbrucker hops are added to the brew, combining to produce a bitter palate and a delicate, spicy aroma. Cascade Premium Light is smooth, yet full in flavour with a dense head and a clean, refreshing finish with an alcohol content of 2.8%.

Carlton Sterling has a large number of loyal consumers and it has a truly distinctive taste through its unique hops. Fosters Australia is looking for this product to play a role in the mainstream light category, providing consumers with the same great taste at a price point and brand positioning in between Foster’s Light ice and Cascade Premium Light

Microbreweries tend not to produce low alcohol beers; they're very difficult to get right. The reasons are because alcohol contributes a lot to mouthfeel, so light beers are sometimes described as lacking body, or being watery. To compensate for this, the Mildura Brewery’s Sun Light has been generous with hop additions, resulting in a bitter, spicy style of light. The hop variety is Saaz, sourced from Bohemia, north Czech Republic, home of the Pilsener. At five kilograms per batch, that's three times the quantity of our other brews. It shows in the aftertaste and aroma, slightly citric and a bit peppery. This means we can achieve a full flavoured beer taste, without resorting to watering down the finished product.

Midstrength Beers

Carlton MID is a key growth brand for Fosters Australia with the average consumer getting older and making consumptions choices based on specific occasions. As market leader in WA and clear number two brand in QLD the support behind the brand in relation to sponsorship, communication and promotional activity is testament to the importance of the segment. Aided by improved packaging, more impactful signage, point-of-sale and a successful advertising campaign (television and outdoor), Carlton Mid has gained critical mass and continues to grow strongly throughout the Queensland market. Carlton Mid is now the third largest beer brand in Queensland (behind XXXX Gold and VB) with a 10.6% share of the total beer market It has been particularly successful on tap, where it exhibited the highest growth in the entire Midstrength category (Queensland’s biggest beer category), up 3.2% (against category growth of just 1.3%). Nationally Carlton Mid share for the last quarter was 29.4% of the Midstrength market, up 1.1 points on last year. The brand has also benefited from its ‘hearts and minds’ association with sporting sponsorships such as the NRL competition, the Brisbane Lions, the Royal Flying Doctor Service

XXXX GOLD has had an excellent year once again, growing volume in every state. It’s the number one beer in Queensland and three times its nearest rival, and is now the second largest beer brand by volume in the country. In 2006, XXXX GOLD continued to approach beer drinkers through multi layered programs of activity. For the first time, XXXX GOLD’S award winning advertising campaign featuring ‘Jacko and the boys’ and their little mate ‘Marlin’ the dog ran in virtually every market in the country, in both metropolitan and regional areas. XXXX Gold Beach Cricket will be the biggest program of activity XXXX GOLD has ever developed. In October, seven million ‘beach cricket’ themed cartons of XXXX GOLD will start to make their way across the country offering cricket lovers a free XXXX Gold Beach Cricket ‘swing’ ball and the chance to build their own beach cricket kit. XXXX GOLD will also be releasing limited edition cans featuring the seven Australian players, limited edition stubbies featuring a player from the Australian Team and one of the opposing teams as well as a XXXX Gold Beach Cricket television commercial starring the three captains.

Coopers Mild Ale is fully brewed using a selection of barley and wheat malt with no added sugar. It then undergoes secondary fermentation in the bottle or can, the same process used in the production of Pale Ale and Sparkling Ale. Coopers Chairman and Marketing Director, Mr Glenn Cooper, said “It’s a smooth, easy-drinking ale that’s similar in flavour profile to Coopers Pale Ale and Sparkling Ale, but slightly softer. “ It’s an ideal beer for people who enjoy the taste of a full flavoured beer, but wish to limit alcohol consumption. Many people are telling us they are drinking Mild Ale simply because of the taste, not because it is lower in alcohol. ”Coopers Mild Ale’s alcohol content of 3.5%

Little Creatures Rogers Ale continues to impress ale lovers who want a low alcohol alternative .Rogers Ale is a full flavoured amber ale with an intriguing mix of malts combined with the distinctive LC hop character. Hand crafted in small batches, Rogers has a clean crisp flavour with plenty of mouthfeel.

Grand Ridge’s Moonlight is the only light or mid strength beer to win and "Open Ale" category at the National Festival of Beers and it has done it twice. Moonlight has also picked up the Worlds Best low alcohol beer and Australia's best on the way through. This hard to find little Aussie battler beer has a big rich nutty brown ale flavour, and is often picked as a 5.5% - 6.5% beer in blind tastings.