Carlton Draught
| Manufacturer | Carlton & United Breweries, a subsidiary of Foster's Group |
|---|---|
| Alcohol by volume | 4.6 |
| Style | draught |
Carlton Draught is a 4.6% (abv) beer made in Australia by Carlton & United Breweries.
Carlton Draught is a draught beer 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. 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.
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 Chasers War On Everything "Ad Road Tested" The Ad. Carlton Draught used to be the main sponsor of the Australian Football League but was superseded by Toyota.
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