Carlton & United Breweries has taken out Emerging Brand (Domestic) for Pirate Life and Emerging Brand (Imported) for Goose Island at the 2018 Australian Drinks Awards.
Emerging Brand of the Year is the brand that is perceived most by consumers as ‘gaining in popularity’.
Australia’s top 200 brands were automatically entered in Emerging Brand of the Year, with the winners determined through a nationally representative consumer survey of 4000 respondents.
The CUB’s double win follows the brewer also scooping the Fan Favourite Domestic and Imported Beer awards.
Pirate Life – acquired by CUB last year – is on a winning streak. Its Mosaic IPA took out Champion Packaged Beer at the 2018 Sydney Royal Beer & Cider Awards and Champion Beer at the annual Perth Royal Beer Awards.
Goose Island was launched in Australia by CUB last year. The brand started out in Chicago nearly three decades ago and has grown to become one of the biggest craft brewers in the United States.
“The Emerging Brand of the Year award recognises the status of a brand as being ‘one to watch’ in its drinks category in the eyes of the consumer, and signals that the brand is increasing in prominence within the category,” said Chris Papadimitriou from Thrive Research, which led the judging process.
“As such, winning the Emerging Brand of the Year award is a significant accolade, particularly as it provides the potential for brands with a smaller presence to be recognised for their growing popularity.”
Emerging Brand of the Year was sponsored by Manildra.
“Manildra Group is delighted to award these Emerging Brand awards to Carlton & United Breweries, which has undoubtedly excelled in the drinks sector – it’s on trend, innovative and resonating with consumers," said Product Manager Debbie Forster. "Congratulations to the team, we’re thrilled to celebrate this prestigious award with you.”
CLICK HERE TO VIEW THE EMERGING SPIRITS BRANDS OF THE YEAR
CLICK HERE TO VIEW THE EMERGING WINE BRANDS OF THE YEAR
The Australian Drinks Awards are an initiative by The Drinks Association to celebrate excellence in the drinks industry. The 2018 awards were held at the Ivy Ballroom, Sydney, on September 13.