Carlton Draught is a 4.6% (

abv Alcohol by volume (abbreviated as ABV, abv, or alc/vol) is a standard measure of how much alcohol (ethanol) is contained in a given volume of an alcoholic beverage (expressed as a volume percent). It is defined as the number of millilitres (mL) o ...

) beer made in Australia by

Carlton & United Breweries Carlton & United Breweries (CUB) is an Australian brewing company based in Melbourne and owned by Japanese conglomerate Asahi Breweries. Its notable brands include Victoria Bitter, Carlton Draught, Foster's Lager, Great Northern, Resch's, Pu ...

Description

Carlton Draught is a draught Australian lager which is sold on tap in its home state of

Victoria Victoria most commonly refers to: * Victoria (Australia), a state of the Commonwealth of Australia * Victoria, British Columbia, provincial capital of British Columbia, Canada * Victoria (mythology), Roman goddess of Victory * Victoria, Seychelle ...

as well as in

New South Wales ) , nickname = , image_map = New South Wales in Australia.svg , map_caption = Location of New South Wales in AustraliaCoordinates: , subdivision_type = Country , subdivision_name = Australia , established_title = Before federation , es ...

, the

Australian Capital Territory The Australian Capital Territory (commonly abbreviated as ACT), known as the Federal Capital Territory (FCT) until 1938, is a landlocked federal territory of Australia containing the national capital Canberra and some surrounding townships. ...

, the

Northern Territory The Northern Territory (commonly abbreviated as NT; formally the Northern Territory of Australia) is an states and territories of Australia, Australian territory in the central and central northern regions of Australia. The Northern Territory ...

Queensland ) , nickname = Sunshine State , image_map = Queensland in Australia.svg , map_caption = Location of Queensland in Australia , subdivision_type = Country , subdivision_name = Australia , established_title = Before federation , established_ ...

South Australia South Australia (commonly abbreviated as SA) is a state in the southern central part of Australia. It covers some of the most arid parts of the country. With a total land area of , it is the fourth-largest of Australia's states and territories ...

Tasmania ) , nickname = , image_map = Tasmania in Australia.svg , map_caption = Location of Tasmania in AustraliaCoordinates: , subdivision_type = Country , subdi ...

and

Western Australia Western Australia (commonly abbreviated as WA) is a state of Australia occupying the western percent of the land area of Australia excluding external territories. It is bounded by the Indian Ocean to the north and west, the Southern Ocean to th ...

, and is currently the fourth-most popular beer brand in Australia. 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. is arguably the biggest fan of Carlton Draught. 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.

Advertising

The Carlton Draught: Big Ad used

viral marketing Viral marketing is a business strategy that uses existing social networks to promote a product mainly on various social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way tha ...

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 ''Flashdance'' is a 1983 American romantic drama dance film directed by Adrian Lyne and starring Jennifer Beals as a passionate young dancer who aspires to become a professional ballerina (Alex), alongside Michael Nouri playing her boyfriend an ...

to the song '' Flashdance... What a Feeling'' and is accepted. The ad was parodied on '' The Chaser's War on Everything''. Carlton Draught has been a sponsor of the

Australian Football League The Australian Football League (AFL) is the only fully professional competition of Australian rules football. Through the AFL Commission, the AFL also serves as the sport's governing body and is responsible for controlling the laws of the gam ...

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.

References

External links

Official Carlton Draught site
a spoof version of the same ad, produced by a group of Belgians can be downloaded in Windows Media 9 Format
RateBeer
{{SABMiller Australian beer brands Foster's Group Asahi Breweries

Description

Advertising

See also

References

External links