In the realm of famous football moments, there are few more memorable than Lance ‘Buddy’ Franklin’s 1,000th AFL Goal. For many fans, the image of the hulking superstar, 18 seasons into a decorated career, hoisted high as a legion of spectators descended onto the hallowed turf of Sydney Cricket Ground is one that will live on in footy folklore for decades to come.
It was a moment that cemented Buddy’s place in the history books and solidified his legend status, but it turns out the Sydney and Hawthorn legend still has a few kicks left in him. In a surprise move, the now-retired champion has donned the boots for one last effort, teaming up with iconic Australian brewer Hahn for a new campaign that promises to ‘Kick Carbs, Not Beer’.
The 354-game veteran is the new face of Hahn’s Ultra Zero Carb, the beer label’s new carbohydrate light brew. At only 87 calories and less than 0.5g of carbs per bottle, the new release is the first beer being introduced as part of Hahn-owner Lion’s brand new ‘Ultra Category’, which will soon comprise a range of zero-carb beers. For Franklin, who is now enjoying the fruits of a well-earned retirement, the ability to front a campaign around carb-conscious beer was a natural fit.
“While kicking footies has always come naturally to me, kicking carbs can be a little trickier, which is why it’s so good that the experts at Hahn have managed to create a delicious beer that not only tastes great but has zero carbs,” Franklin said. “For anyone that enjoys a beer, you always worry about the carbs and you can only have a couple. But it being zero, it’s great. I think anyone who likes to have a couple of beers, this is the beer for you.”
As an ambassador, Franklin is taking the new ‘Kick Carbs’ campaign rather literally. To kickstart the launch, the two-time premiership winner found himself back in the spotlight, shooting an ‘explosive’ new commercial. Dressed in an outlandish blue tracksuit, the clip shows Franklin stepping up to the mark to launch a trademark torp, only this time, the football is constructed from bread and loaded with other high-carbohydrate foods. The AFL legend joked that while the legs were a bit rusty, they were still far superior to his acting chops.
“It is a change of pace,” he laughs. “When we shot the video, it was all a bit of fun and I got to show off my acting skills, which is not my strong suit. But in reality, it’s all about not taking myself too seriously. I think that the most important thing is that it’s a beautiful beer and with zero carbs, you don’t feel bad about enjoying one.”
The launch of Hahn Ultra Zero Carb comes at a pivotal time for the Lion-backed business. Sammy Russo, Hahn’s marketing manager, revealed that the brand contributed $56 million of growth to Australia’s liquor sectors in 2023 alone. With a shift in preferences seeing more Aussies reach for for lighter and less filling alcohol options, the category for mindful beer consumption is only growing. As Russo explained, introducing a carb-less option allows Hahn to better cater to the growing sector and having a renowned figure like Buddy on board, simply makes things all the more sweet.
“Marking Lion’s first innovation in its new Ultra category, we’re so proud to be launching a zero-carb beer within Hahn’s existing low-carb portfolio,” Russo said. “As a brand that connects with social sport enthusiasts, I can’t think of a better way to bring this product to life than via one of the best kickers in Aus – Buddy Franklin, who figuratively and literally will ‘Kick Carbs, Not Beer’ with Hahn Ultra Zero Carb. With the launch of Hahn Ultra Zero Carb beer, we anticipate continued expansion and success for the Hahn brand, as we cater to the evolving preferences of our conscious consumers.”
The Hahn Ultra Zero Carb range joins the Hahn portfolio, including SuperDry (low carb), SuperDry 3.5 (mid-strength), SuperDry GF (Gluten Free) and Premium Light (low ABV). Hahn Ultra Zero Carb will be available to purchase in 330ml bottles in leading liquor stores across Australia, but the label has also confirmed that Sydneysiders will be able to snag a cold brew at the pub, as well. Hahn’s Ultra Zero Carb will be available in barrooms across the country from this month.
