Following its release in Queensland and the Northern Territory in 2020, XXXX DRY has launched nationally this month, in what is tipped to be the Australian beer industry’s biggest launch of the year.
XXXX DRY was the biggest beer launch in 2020, despite only being available in Queensland and the Northern Territory, and in its first 12 months it contributed over $12 million in retail sales value to the category.
XXXX Brand Director Chris Allan said the success of XXXX DRY speaks to the trust in the XXXX trademark.
“XXXX DRY represents everything that is great about XXXX and its easy drinking liquid makes it a beer made for today’s drinkers,” Allan said.
“This is the full-strength national brand from XXXX that we’ve all been excited about.
“Off the back of our total XXXX trademark refresh, we can’t wait to see drinkers across the nation enjoying it this summer as we return to all the great activities we have missed over recent months.”
The national launch of XXXX DRY is supported by a brand new ad campaign across TV, out of home, radio, and digital.
There is a full calendar of activity planned to help drive sales and trial of XXXX DRY in both the on-premise and off-premise for its first 12 months in market.
XXXX DRY is an easy drinking, full-strength lager (4.2% ABV), and low carb. XXXX DRY has an RRP of $45 for a case, and $17 for a six-pack.