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Brand Profile - Carlton Dry

Parent Company: Anheuser-Busch InBev SA/NV

Brand Value: $410 Mil.

Headquarter City:  Melbourne

Industry: Alcohol

Year Formed: 1903

Carlton Dry, as the more contemporary version of Carlton, differentiates itself as a low-carb beer. It’s less bitter than regular lagers, and is brewed to be easy to drink and refreshing. Over the last few years the brand has successfully marketed to both male and female millennials, in particular because of its introduction of Carlton Dry Lime. In 2017, Carlton Dry launched the successful “Underthinker” campaign aimed towards reducing the stress of choice with emphasis on fun which has appealed to a broad audience. The brand’s partnership with music festivals and promotions around fun, sports-related activities reinforce the brand’s appeal to the younger Australian. It’s inclusion in our Top 40 Australian brands is a testament to the power of differentiation and communication of purpose.