CUB, part of the Asahi Beverages family, is shaking up the beer market by releasing a new type of beer as drinkers increasingly look for sweeter and lower bitterness alcoholic drinks.

Fruity Beer, a new category of flavoured beer, is a major departure from traditional beer with fruity flavours including Watermelon, Mango and Strawberry & Lime.

While beer is still Australia’s most popular alcoholic drink, the release of Fruity Beer, comes as drinkers increasingly enjoy wine, RTDs or seltzers instead of classic lagers.

CUB general manager of marketing, Nicole McMillan said, “Cold beer is synonymous with the Australian way of life. Drinkers have told us they love the tradition of enjoying a beer with mates but increasingly want sweeter flavours and low bitterness in their beverages. Fruity Beer, our new category of flavoured beer, delivers on this. We want to transform the beer market by creating a new beer category and a new demographic of beer lovers.

“We know purists might be outraged by the idea of a flavoured brew like Fruity Beer, but they need not be concerned. Beers such as Victoria Bitter, Carlton Draught and our other beloved brands remain incredibly popular and aren’t going anywhere.”