Carlton Dry ‘A Smooth, Crisp, Dry finish’ Poster

Carlton Dry is featured like no other beer in Australia. It is an Australian  beer that has been promoted through several campaigns in Australia, as a stand out dry beer. In its campaigns, it is featured repelling all forms of water such as from a bowl, a tap, and even from water pistol. The term dryness makes it stand out among its other product competitors. It was developed in 2009 as a brand to rival against Tooheys Dry (called Ted) which was expanding and selling at a great rate.

Dry beer is defined as a low carbohydrate beer that is left without some sugar residuals during fermentation. This implies that the amount of sugar in the beer is absent, as a result of being consumed by the yeast, hence a pure alcohol.

Other types of beer such as malt are left with much sugar residuals, hence are of low quality compared to dry beers . Dry beers are characterized by less sugar in their contents, hence does not leave its flavor in the mouth after taking.

There were several new developments of the product especially in terms of flavours like lime. The major theme of introducing these new developments is to expand the existing market for the product. The emergence of rival beers in the market has  lead a need for a Carlton Dry brand extensions giving CUB a competitive edge.