| Manufacturer | Carlton & United Breweries, a subsidiary of Foster's Group |
|---|---|
| Alcohol by volume | 4.6 |
| Style | Lager |
| Website | carltondraught |
Carlton Draught is a 4.6% (abv) beer made in Australia by Carlton & United Breweries.
Description
Carlton Draught is a draught lager which is sold on tap in its home state of Victoria as well as in New South Wales, the Australian Capital Territory, the Northern Territory, Queensland, South Australia, Tasmania and Western Australia, and is currently the fourth-most popular beer brand in Australia.[1] It is also sold pre-packaged, Carlton Draught comes in 375 ml "stubbie" and 750 ml "longneck" bottles and 375 ml 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.
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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 to the song Flashdance... What a Feeling and is accepted. The ad was parodied on The Chaser's War on Everything.[2]
Carlton Draught has been a sponsor of the Australian Football League since 1877 (except for 1991 and 2009) and used to be the main sponsor but was superseded by Toyota. It is the official beer of the AFL.
See also
- List of breweries in Australia
References
- ^ http://www.beerandbrewer.com/top-10-biggest-beer-brands/
- ^ "Archived copy". Archived from the original on 16 September 2006. Retrieved 2006-09-13.
External links
- Official Carlton Draught site
- 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