Carlton Draught is a 4.6% (abv

Alcohol by volume

Alcohol by volume is a standard measure of how much alcohol is contained in an alcoholic beverage .The ABV standard is used worldwide....

) pale lager

Pale lager

Pale lager is a very pale to golden-coloured beer with a well attenuated body and a varying degree of noble hop bitterness. The brewing process for this beer developed in the mid 19th century when Gabriel Sedlmayr took pale ale brewing techniques back to the Spaten Brewery in Germany and applied it...

 made in Australia by Carlton & United Beverages

Carlton & United Beverages

Carlton & United Breweries is an Australian brewing company based in Abbotsford, a suburb of Melbourne, Victoria. In 1983 it became a wholly owned subsidiary of Elders IXL and CUB was delisted. In 1990, Elders IXL renamed to the Foster's Group, and in July 2004, CUB changed its name to Carlton and...

.

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

New South Wales

New South Wales is a state of :Australia, located in the east of the country. It is bordered by Queensland, Victoria and South Australia to the north, south and west respectively. To the east, the state is bordered by the Tasman Sea, which forms part of the Pacific Ocean. New South Wales...

, Queensland

Queensland

Queensland is a state of Australia, occupying the north-eastern section of the mainland continent. It is bordered by the Northern Territory, South Australia and New South Wales to the west, south-west and south respectively. To the east, Queensland is bordered by the Coral Sea and Pacific Ocean...

, South Australia

South Australia

South Australia is a state of Australia in the southern central part of the country. It covers some of the most arid parts of the continent; with a total land area of , it is the fourth largest of Australia's six states and two territories.South Australia shares borders with all of the mainland...

 and Western Australia

Western Australia

Western Australia is a state of Australia, occupying the entire western third of the Australian continent. It is bounded by the Indian Ocean to the north and west, the Great Australian Bight and Indian Ocean to the south, the Northern Territory to the north-east and South Australia to the south-east...

, and is one of Australia's most popular selling tap beers. 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.

Advertising

The Carlton Draught: Big Ad

Carlton Draught: Big Ad

The "Big Ad" is a television advertisement for Carlton Draught pale lager. It was created by George Patterson and Partners of Melbourne, Australia. The agency used viral marketing techniques to promote the advertisement before it was broadcast on television...

 used viral marketing

Viral marketing

Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of viruses...

 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

Another song used in the film, "Maniac", was also nominated for an Academy Award. It was written by Michael Sembello and Dennis Matkosky, and was inspired by the 1980 horror film Maniac. The lyrics about a killer on the loose were rewritten so that it could be used in Flashdance...

 to the song Flashdance... What a Feeling

Flashdance... What a Feeling

"Flashdance... What a Feeling" is a song from the 1983 film Flashdance, written by Giorgio Moroder, Keith Forsey, and Irene Cara, and performed by Cara. Despite the title, the word "Flashdance" is never used in the lyrics; however, the line "In a flash, take a hold of my heart" refers to the...

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

Australian Football League

The Australian Football League is both the governing body and the major professional competition in the sport of Australian rules football...

but was superseded by Toyota.

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