21 October 2010

The colour of summer this year is white

Pure Blonde White Lager launch

This summer, Pure Blonde is set to paint Australia white with the launch of Pure Blonde White Lager - a premium aromatic wheat beer that delivers a refreshingly smooth full flavour.

Wheat beers are traditionally renowned for being heavy in flavour. Pure Blonde White Lager is brewed longer to reduce the carbs and deliver a beer that is easy drinking yet still big on flavour with the added bonus of no artificial preservatives.

A translucent golden colour, this full strength beer has a creamy white head when poured. On the palate, Pure Blonde White Lager has a light hoppy character enhanced by subtle notes of citrus and spices and a smooth clean finish. It's a thirst quenching and full-flavoured brew.

Pure Blonde White Lager will be officially launched on 9 November at an exclusive party at Sydney's Ivy Pool Club featuring some of Australia's hottest musical acts, including a live performance by a special guest who is up for six ARIA Award nominations this year – stay tuned for the announcement. Six hundred of Australia's movers and shakers will be encouraged to dress head-to-toe in white at the Pure Blonde White Lager event, just as they will at the 2010 ARIA Awards of which Pure Blonde is an official partner.

On the night, the Ivy Pool Club will be transformed into Pure Blonde's 'Brewtopia' oasis made famous in the original Pure Blonde TV commercial. A new commercial will go to air late November and will again visit the "place much more pure than yours". This summer you'll also be able to enjoy your favourite Pure Blonde beer at music festivals around the country.

Landing on the Australian beer lover's radar in 2004, Pure Blonde pioneered Australia's low carb beer market and remains Australia's number one selling low carb beer1.

Pure Blonde White Lager is set to offer something unique to the Australian beer scene and will be widely available from premium bars, clubs, restaurants and bottleshops 1 November.

Pure Blonde White Lager 355ml 4.6%ABV/1.3 standard drinks RRP $15.99/6 pack.


Media Contacts

Allira Carroll,  Liquid Ideas
T +612 9667 4211 , M +61 ( 0)468 916 482
E alliracarroll@liquidideas.com.au

Louise Lynch, Liquid Ideas
T +612 9667 4211, M +61 (0)418 546 048
E louiselynch@liquidideas.com.au


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