Carlton Dry targets surfing dollar

Riding unprecedented growth, Carlton Dry has announced a $1 million sponsorship of the Quiksilver Pro surfing tournament on the Gold Coast.

In an attempt to build brand awareness, particularly with the brand's core market of 18 to 24-year old males, CUB is looking to position Carlton Dry as a coastal/surfing brand.

The beer boasted 26.8 per cent growth in volume for the quarter ended November 30, 2012, and has experienced five consecutive years of double-digit growth.

A brand representative told TheShout Carlton Dry's alignment is with "young males who believe the best times of their life are now, and mateship and freedom are really important".

"Carlton Dry is all about having fun with mates and living in the moment.

"[The brand] is a big supporter of action sports and festivals, holding partnerships with the Honda Racing team, the World Heli Challenge, Nitro Circus, Style Wars and all the best festivals around Australia.

"The new partnership with the Quiksilver Pro complements all the existing partnerships and it gives us access to a sport we love, surfing."

Retail support will include on-premise kits, a national on-pack promotion and advertising via television and surfing magazines.

The promotion, which began January 14, gives drinkers to opportunity to win four tickets to the event taking place March 4-8, and includes flights, accommodation, transfers and $1000 spending money.

Source: The Shout, 1 February 2013