It was suggested to me recently that in a market that is effectively a duopoly with the two major players commanding ninety per cent of the beer market, the market took on the dynamics of match race sailing. This means that two boat are competing against each other and when one skipper tacks, the other tacks too lest he hold course and miss a wind change.

When that mentality is applied to beer it doesn’t exactly make for an interesting beer landscape or genuine innovation, as we have seen recently when Lion raced Hahn White to market in response to CUB’s Pure Blonde White (remember them…you don’t see them round much anymore.), and then CUB’s resurrection of the Great Northern brand to answer the success of Lion’s XXXX Summer Bright lager. (UPDATE, I have been informed both of these beers met untimely deaths. Departures are never heralded as loudly as launches in the brewing game.)

However, there are times that the big two do things completely differently, such as now.

A few months ago Lion announced it had secured an island that it was going to send groups of five mates to as the ultimate blokes’ retreat. CUB on the other hand has done something completely different. It has announced plans to send nine guests to the snow and the ultimate ski-fields penthouse. See, completely different. Beer is nothing like match race sailing.

Media Release

Carlton Dry takes on winter

– Carlton Dry is taking on winter, launching the Carlton Dry Snow Pad, the ultimate ski-fields penthouse playground in Falls Creek, Victoria.

Aussies can win their way into the Snow Pad and experience the peaks and the powder of the snowfields from the comfort of a luxury base camp. Sleeping up to nine guests at once, the penthouse is decked out with top of the line Carlton Dry fYVE snowboards and gear, PlayStations and plasmas, as well a supply of Carlton Drys for the winners and their mates to enjoy.

“Without question, there’s no better place to be this winter than sitting high on a mountain in your own private Carlton Dry penthouse. Watching the snow dump down on Falls with an ice cold beer in hand, your mates will be fighting tooth and nail for a spot in your penthouse pad,” said Andrew Meldrum, general manager of marketing for Carlton Dry at CUB.

“The Carlton Dry Snow Pad is a continuation of the massive support the brand is throwing behind winter with its sponsorship of the fYVE snowboarding team , World Heli Challenge, Warren Miller Movie Tour and Style Wars.”

There is more than one path for Aussies to win their way to the mountain with a dozen trips up for grabs throughout the 2012 boarding season from June through September. All winners will be treated to an all-expenses paid trip to Falls with everything from snowboarding lessons to food and drink provided for the duration of their four day adventure.

Two full-time Carlton Dry Snow Ambassadors and the Carlton Dry sponsored fYVE Snowboarding Team will be in town through the season to give pro tips and tricks, and mentor the lucky winners.

The endless amount of sweeteners including flights, transfers, Carlton Dry fYVE boards and gear, lessons, snow experiences and beer are too good an offer for Aussies to pass up. Best of all, the lucky winners and their mates will know that everything including the roof over their heads hasn’t cost them a cent.

Five trips will be given away through a radio partnership with Nova FM’s Fitzy and Whippa, one trip is up for grabs on the Carlton Dry Facebook page, three trips are to be won through an IGA Liquor in-store promotion and the final three trips will be in play through selected venues nationwide.

Dry drinkers who don’t win their way to Falls Creek won’t be left empty handed. A whole range of snow gear is up for grabs including Carlton Dry fYVE snowboards, stuggie holders, Carlton Dry Hello Beer fridges, sunnies and more across selected venues nationwide (1).

Carlton Dry is well and truly making a name for itself across winter through its heavy involvement in all things snow:

• Through its sponsorship of the Carlton Dry fYVE Snowboarding Team, the brand is giving Aussies the chance to go-pro and take their boarding careers to the next level
• In recent weeks, Carlton Dry has inked a three year deal to become a major sponsor of the World Heli Challenge (WHC). The WHC is a global event with athletes from all over the world competing in one of the most challenging events on the planet. Carlton Dry will be on hand at this year’s event in Wanaka, New Zealand to capture all of the action for Dry drinkers
• Currently touring Australia, Carlton Dry is a major sponsor of the Warren Miller Movie Tour showing its latest snow action film: ‘Like There’s No Tomorrow’
• Getting behind the TTR Snowboard World Tour Australian activation, Style Wars– Carlton Dry is a proud sponsor of the action packed events at Falls Creek and Thredbo

Carlton Dry is a refreshing, easy drinking dry lager brewed to have a smooth crisp finish, with lower carbohydrates.

For more information on Carlton Dry please visit www.carltondry.com.au