Pure Blonde reveals the recipe for its new organic beverages in campaign to launch the range

Pure Blonde is launching the first ACO-certified organic range from Carlton & United Breweries by publishing the recipe and brewing process on billboards across the country.

The billboards will be supported by a digital campaign with a series of five episodes taking viewers step by step through the brewing process.

Also available from the campaign is a 19-minute recording of Pure Blonde brand manager, Zac Gelman, reading the recipe for the organic beer.

CUB marketing VP, Brian Phan, said the new beer was developed to the follow the trend of consumers being more conscious of ingredients lists.

“We’ve created Pure Blonde Organic because beer lovers are increasingly conscious of the ingredients that go into their favourite drinks. And to ensure people know exactly what’s in Pure Blonde Organic Lager, we are publishing the entire recipe and brewing process. Now anyone in the world from competitors to home brewers can make their own Pure Blonde Organic Lager. It’s a disruptive marketing campaign for a disruptive new product,” Phan said.

Pure Blonde Organic will print its recipe and brewing procedure on billboards (Click to enlarge)

Phan added that an organic beer was the “next logical step” for the brand and that it will be “among the most affordable and accessible ACO-certified organic beer and cider in Australia.”

According to the brand, Pure Blonde Organic Lager will have 80% less carbs than regular beer, and Pure Blonde Organic Cider has 60% less sugar and 50% less carbs than regular cider.


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