Beer-loving blokes keen to keep up appearances are dropping the macho act —and the beer gut—by turning to low-carbohydrate brews. Once sceptical about light beer and the image that came with it, men are forsaking traditional heavier brands associated with rugged, knockabout stereotypes. The thirst for the new booze has led to a 250 per cent rise in sales of low-carb brands such as Pure Blonde and Hahn Super Dry. And new low-carb sparkling wine Yellowglen Jewel, which is 30 per cent lower in calories and 40 per cent lower in alcohol, has proved a boon for Foster’s this summer. Foster’s Pure Blonde, which has 70 per cent fewer carbohydrates than regular beers, is the fastest-growing beer by volume in Australia—drunk by women and men. Foster’s group marketing premium beer manager Ben Summons said as long as beer tasted good, men would come flocking. “Today, blokes are more confident and laidback about their masculinity,” he said. Sunday Times,
January 13.
