Exactly 30 years since it was first launched, Sub Zero is back on shelves in Australia, reimagined by Carlton & United Breweries to capitalise on the popularity of alcoholic cola drinks among Gen Z consumers.
According to Sub Zero Marketing Manager Ben Haysman, the original Sub Zero was one of Australia’s first and most popular premixes, pioneering the multi-million dollar RTD market.
“Despite the popularity of cola among drinkers there are very few vodka and cola premixes, and none with zero sugar. Until now,” he stated.
“Sub Zero is aimed at today’s Gen Z – those looking for an easy-drinking zero sugar RTD with an edgy attitude – but it will also pull in nostalgic Subbie fans.”
Steering the product away from its original citrus flavour profile, the premix now combines five-times distilled vodka and zero sugar cola in a refreshing RTD format.
“With no hidden nasties, no sugar and just the right level of fizz, Sub Zero is a great example of how Carlton & United Breweries is innovating to grow the premix category as this re-imagined retro icon is sure to be a favourite for a whole new generation of great nights,” added Haysman.
Crafted at 4.5 per cent ABV, Sub Zero is available in four packs of 375ml cans and on-tap in pubs and clubs nationwide, with the “Thanks for Zero” campaign tagline supporting the rollout.
Advertisements feature phrases such as “Thanks for jacking up my rent… Again. Thanks for Zero.” and “Thanks for the noise complaints. Thanks for Zero.”, which have been adopted to engage younger consumers by thanking older generations for ‘zero’.
