As the campaign is in progress we only have results for the first two months. The projected sales figures for this period were 100,000 cartons of beer a month; the actual incremental sales during November and December 2010 were approximately 264,000 cartons per month.So 38% of total incremental revenue can be directly attributed to the campaign. We had 46,562 unique visits to the Carlton Dry website. Our drinkers really engaged with the promotion as the total number of story views was 267,039.

As a result of the promotion, Carlton Dry is now Australia’s fastest selling mainstream beer brand.