CUB declines to change ‘diet culture’ marketing

CUB has declined to confirm it will change the packaging of its new ‘female-friendly’ beer, Spill, despite criticism of the branding from its own influencer.

The Asahi-owned brewing company launched Spill last month in partnership with Coles Liquor, with social media star Abbie Chatfield engaged as a celebrity influencer and face of the brand.

However, the company’s attempts to be ‘inclusive’ hit an immediate snag when Chatfield’s followers called out the beer’s ‘diet culture’ marketing, with Chatfield apparently agreeing with their criticism.

“Genuinely love what you do on so many levels but the emphasis on the calories and the ‘VERY’ low carbs is a miss for me,” one fan noted shortly after Chatfield posted to her Instagram account that the beer had been released.

Chatfield quickly replied saying that she had already raised her concerns with CUB and the labelling would be changed.

“Hey! I TOTALLY agree. There are so many people involved in the making of this beer, and that part of the packaging was NOT approved by me,” Chatfield replied to the criticism.

“We have lots of people and teams working. I already have flagged it with the team who made the packaging, and it’s not going to be on the next drop.

“Like I said, I never approved this to be a “selling point” as I do [not] want to add to diet culture and to me it is irrelevant.

“This was a result of rushed packaging that didn’t go through the approval process from me. So,…