Carlton Draught
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| Carlton Draught | |
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| Brewery | Carlton & United Beverages, a subsidiary of Foster's Group |
| Style | pale lager |
| Alc. vol. | 4.6% |
Carlton Draught is a 4.6% (abv) pale lager made in Australia by Carlton & United Beverages.
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[edit] Description
Carlton Draught is a pale lager which is sold on tap in its home state of Victoria as well as in New South Wales, Queensland, South Australia and Western Australia, and is one of Australia's most popular selling tap beers.[1] It is also sold pre-packaged, Carlton Draught comes in 375ml "stubbie" and 750ml "longneck" bottles and 375ml cans.
The formulation of Carlton Draught was changed slightly in 2003 to reduce the alcohol content from 5.0% to 4.6% in response to an increase in alcohol taxes by the Federal government. The logo was also changed, and a new advertising campaign was introduced to target a wider market. Featuring quirky, comical advertisements and billboards; the beer was promoted as simply being "made from beer". Carlton Draught, like most Australian Lagers, is made using a wortstream brewing process, and uses a portion of cane sugar to thin out the body of the beer, apparently due to drinkers preferences.
[edit] Advertising
The Carlton Draught: Big Ad used viral marketing techniques before being released on television.
A second comical viral campaign was initiated in September 2006 entitled Flash Beer.
It is focused on a character named Kevin Kavendish (played by Aaron Bertram) applying for a job as a brewer in Carlton Draught. At first, he is rejected then copies a dance sequence in the movie Flashdance and is accepted. An Australian Satirical Programme on the ABC, The Chasers War On Everything "Ad Road Tested" The Ad.[2] Carlton Draught used to be the main sponsors of the Australian Football League but were superseded by Toyota.
[edit] References
- ^ http://www.cheapdrinks.com.au/pag_Carlton-Draught-Beer.pub CheapDrinks.com.au - Carlton Draught Review
- ^ http://www.flashbeer.com.au
[edit] External links
- Official Carlton Draught site
- bigad.com.au, location where the ad can be downloaded in Vividas format
- Plaza Films, location where the ad can be downloaded in QuickTime format
- Small Ad, a spoof version of the same ad, produced by a group of Belgians can be downloaded in Windows Media 9 Format
- RateBeer
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