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Carlton dry is featured like no other beer in Australia. It is an Australian fosters 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.
Dry beer is defined as a 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.
New development as Carlton Dry Fusion
There are several new developments of the product especially in terms of flavors. The major theme of introducing these new developments is to expand the ready market for the product.
The emergence of various drinks in the market, leads to the need for Carlton dry to be modified, to be on a competitive edge. The ongoing campaign is assisting in finding out the desires of customers in the market. The new developments are meant to suit the current needs of customers. This would revive the product extensively.
The current event CD 100
The Carlton Dry 100 competition is the ongoing event, which aims at bringing out 100 experiences within the duration of one year. This exercise is made possible through collaboration of Clemenger and Sound Alliance. The two are working together to manage the great promotion, while MediaCom is participating in part of media buying. Some of the experiences will include, one having a chance, for bulls to run after him or her in Spain.
Another important chance would be one being offered a VIP treatment during the ceremony of opening a club in Ibiza. The best of all experiences is for three people being sponsored for a full moon party intended to take place in Thailand.
The most interesting part of this promotion is that, the entrance will be opened for only 22 hours. The winner would be offered only 2 days to be in a plane, failure to which he or she would lose the prize. The major theme of this promotion is to offer the fans of the company a chance to live now, and realize that tomorrow is not catered for until tomorrow. These words were said by the marketing manager of the company Vincent Ruiu.
The product life cycle
The beer market in Australia is at the maturity level. Dry beer can be said to be in the developing stage, as there are new consumers who are developing its interest. Most of beer consumers were used to malt beer, but the launch of dry beer is providing consumers with a different taste. There are quite a number of consumers who are adopting the change of embracing the current types of beer like dry beer.
The main theme of consumers especially the young generation is shifting from traditional beer to modern types of beer. Many suggestions are expected from the dry beer consumers, which would enable the continual growth of this beer.
Powell, Greg. Beer. Victoria: Murdoch Books, 2010.
Winer, R. S. and R. Dhar. Marketing Management. New Jersey: Pearson Education Inc, 2011.