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Carlton Draught
Carlton Draught
Carlton Draught
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Carlton Draught
logo
ManufacturerCarlton & United Breweries
Introduced1864[1]
Alcohol by volume4.6%
StyleLager
Websitecarltondraught.com.au

Carlton Draught (Australian English: [dɹɑːft]) is a 4.6% (abv) beer made in Australia by Carlton & United Breweries, a subsidiary of Asahi Breweries.

Description

[edit]
A can of Carlton Draught
Carlton Draught (bottle 375mL)

Carlton Draught is a draught Australian lager which is sold on tap Australia-wide, including its home state of Victoria, and is currently the fourth-most popular beer brand in Australia.[2] 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 it uses a portion of cane sugar to thin out the body of the beer, apparently due to drinkers' preferences.[citation needed]

Advertising

[edit]

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, so he 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.[3]

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sponsor of the Australian Football League since 1877 (except for 1991 and 2009) and used to be the main sponsor but was superseded by Toyota.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

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References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Carlton Draught

View on Grokipedia
from Grokipedia
Carlton Draught is a with an (ABV) of 4.6%, produced by (CUB), an Australian subsidiary of the Japanese company . First brewed in 1864 as Carlton Ale at a small on Bouverie Street in , it was developed by head brewer as a lighter ale suited to Australia's warm climate, originally distributed by Clydesdale horses to local pubs. The brand's history is marked by significant milestones, including a 1892 brewing record set by John Ballenger, who produced 700 hogsheads in 24 hours, and the 1907 merger of the Carlton Brewery with five other Victorian breweries to form CUB, which solidified its position as a major player in Australian . In 1967, Carlton Draught was introduced in bottled form while preserving its original recipe, followed by canned versions in the late 1960s, expanding its accessibility beyond traditional draught pours. Today, it is available in pints, bottles, and cans, with a focus on delivering a "brewery fresh" taste, including unpasteurized tank beer options that maintain lively carbonation and smoothness. Carlton Draught has become an enduring symbol of Australian pub culture and mateship, popularized in the mid-20th century by the iconic phrase "I allus wan at eleven" from brewery worker Sam Knott, positioning it as a rewarding everyday beer. Its cultural prominence is further highlighted by long-standing sponsorships, including its role as the official beer of the Australian Football League (AFL), a partnership that underscores its deep ties to national sports traditions. Owned by Asahi since 2020 following the acquisition of CUB, the brand continues to celebrate over 150 years of heritage through merchandise and marketing that evoke its classic iconography and Victorian origins.

History

Founding and Early Development

The Carlton Brewery was established in 1864 by Edward Latham on Bouverie Street in , marking the origins of what would become a cornerstone of Australian brewing. Latham, a recent immigrant from , acquired the site and transformed it into a dedicated operation focused on producing high-quality for the local market. This location in the inner suburb provided strategic access to water sources and distribution networks, enabling the brewery to supply pubs and hotels across the colony. Under the leadership of Head Brewer from 1864 to 1881, the Carlton Brewery pioneered innovations tailored to Australia's challenging conditions. Terry developed lighter colonial beers by incorporating local ingredients such as Australian hops and , which resulted in a refreshing profile more suitable for the hot climate than heavier European imports. His techniques emphasized clarity and balance, ensuring the beers were palatable and thirst-quenching for consumers in the colony's warmer regions. Terry's reputation for integrity and skill helped establish the brewery's early reliability, with production transported via Clydesdale horses to Melbourne's hotels. Early at the Carlton centered on ale-style beers, particularly Carlton Ale, which became known for its consistent taste and measures that maintained uniformity across batches. Milestones included rapid expansion of facilities, such as the of large cellars and stables, to support growing demand and achieve steady output in the 's formative years. By the late 1800s, the operation began incorporating broader influences, aligning with the industry's shift toward colder, lighter processes better adapted to Australia's environment. This was one of several that merged in 1907 to form .

Formation of Carlton & United Breweries

In 1907, the Carlton Brewery, established in 1864, amalgamated with five rival breweries—Foster's Brewing Company, Castlemaine Brewery Co., Brewery, Victoria Brewery, and McCracken's Brewery—to form Pty Ltd (CUB), creating a dominant force in Victoria's brewing industry amid economic pressures from the 1890s depression and over-supply. This merger consolidated production facilities and distribution networks, enabling that positioned CUB to control a significant share of the local market almost immediately. The amalgamation was orchestrated by figures like lawyer Montague Cohen, who facilitated the union of these entities previously organized under the Society of Melbourne Brewers. Pre-merger innovations at the Carlton Brewery contributed to CUB's early momentum, notably under head brewer Colonel John Ballenger, who in September 1892 achieved a production record by eight batches in 24 hours, yielding 700 hogsheads of ale. Following the merger, CUB pursued aggressive expansions in the early , acquiring additional land around its Carlton site and constructing new infrastructure, such as houses and storage facilities, to boost capacity. By , CUB had transitioned to a publicly listed company, which fueled further growth through investments in modern equipment and regional acquisitions, solidifying its dominance in Australian by the mid-1900s. These developments allowed CUB to scale output dramatically, outpacing smaller competitors and establishing a near-monopoly in Victoria. CUB's expansion extended to international markets in the , with exports of brands like beginning to gain traction overseas by the , building on pre-merger shipments dating to 1901. Key milestones included facility upgrades in the and 1930s, such as enhanced refrigeration and bottling lines at the Abbotsford plant, which improved efficiency and product quality amid rising demand. In , the company navigated restrictions while safeguarding its vital Melbourne yeast culture, the last surviving strain from the original breweries, ensuring continuity post-war. These adaptations underscored CUB's resilience, maintaining market leadership through the 1940s.

Introduction of Draught Variant and Modern Era

Carlton Draught was introduced in 1967 by as a bottled variant designed to replicate the fresh taste of traditional , building on the legacy of the original Carlton Ale first brewed in 1864. This launch addressed consumer demand for the pub-style experience outside of on-tap settings, marking a key evolution in packaging while preserving the beer's core profile derived from the historic Carlton Ale. During the and , Carlton Draught underwent branding refreshes and expanded distribution to enhance its national reach, including a notable relaunch in February 1990 that drove strong sales growth amid competitive pressures. These updates aligned with a broader shift toward lager-style in Australian beers, adapting the product for wider appeal by emphasizing a lighter, more refreshing profile suited to diverse tastes and climates. campaigns from the era, such as the 1983 television spot featuring singer Kevin Johnson, reinforced its image as an authentic Australian draught beer, boosting visibility through nostalgic and relatable messaging. In response to rising alcohol taxes in the early , Carlton Draught saw minor formulation adjustments in to improve cost efficiency, including a reduction in alcohol content that maintained its market positioning without altering its fundamental character. By the late , Carlton Draught experienced a surge in popularity, solidifying its status as a staple across , particularly in Victoria and , where it became a go-to choice for on-tap servings in social venues. This era's growth reflected its enduring appeal as an accessible, full-flavored option in the draught category, contributing to its recognition as one of the nation's top-selling beers by the turn of the millennium.

Product Characteristics

Brewing Process and Ingredients

Carlton Draught is brewed as a using a multi-stage process at ' facilities in Abbotsford, Victoria, emphasizing efficiency and consistency for large-scale production. The process starts with milling locally sourced malted , primarily from Victorian growers, to produce that is mashed with hot water to extract fermentable sugars and create . This base is boiled and infused with , followed by clarification, cooling, and to develop the beer's crisp profile. Key ingredients include malted barley for the backbone, drawn from Victorian sources to contribute to the clean balance, and cane sugar added as an adjunct during to lighten the body and enhance fermentability, a common practice in Australian lagers for a drier finish. , specifically the Australian Pride of Ringwood variety developed by , provide moderate bitterness with an International Bitterness Units (IBU) rating of approximately 25–26, imparting subtle resinous and earthy notes without overpowering hop aroma. Fermentation employs bottom-fermenting lager yeast strains of Saccharomyces pastorianus, conducted at controlled low temperatures of 10–15°C to minimize ester production and achieve the beer's signature clean, crisp character with low fruitiness. This cooler fermentation, combined with the use of adjuncts and lighter malt profiles, adapts the beer to Australia's warmer climate by delivering a refreshing, sessionable lager with reduced body compared to fuller European styles.

Alcohol Content and Packaging

Carlton Draught is a full-strength with an (ABV) of 4.6%. The beer's formulation was modified in , lowering the ABV from 5.0% to 4.6% as a response to rising Australian federal taxes on higher-alcohol beverages. The is distributed primarily on tap from kegs in pubs and hotels, delivering the traditional draught . Packaged options include 375 ml stubbie bottles, 750 ml longneck bottles, and 375 ml cans, with the latter commonly sold in cases of 24 for retail convenience. No light or mid-strength variants are produced specifically under the Carlton Draught name, emphasizing its core full-strength identity. For optimal enjoyment, Carlton Draught is best served chilled at 4–6°C, aligning with standard recommendations for light lagers to preserve its crisp profile; packaged forms typically maintain quality for 6–9 months when stored cool and away from light.

Market Position and Variants

Carlton Draught holds a prominent position in the Australian market, particularly as a staple on tap in pubs across Victoria and , where it maintains significant dominance in draught sales. A 2015 Roy Morgan research survey identified it as the most popular among Australian drinkers, with a 17% consumption rate, ahead of (12%), (12%) and Coopers Ale (11%). More recent data from 2025 indicates it commands a 10% in Victoria, underscoring its enduring regional strength despite the rise of imported and craft alternatives. Nationally, it remains within the top five brands in 2023 sales rankings when considering full-strength lagers and pub-focused consumption patterns, though lighter variants like Carlton Dry have gained ground in overall volume sales. The brand primarily positions itself as an accessible, everyday full-strength at 4.6% ABV, appealing to working-class consumers and sports enthusiasts, especially through longstanding ties to (AFL) culture. Its demographic skews toward blue-collar workers and fans seeking a reliable, no-frills for social occasions like sessions or match days. While Carlton Draught does not feature major permanent variants, it has introduced occasional limited editions to capitalize on events, such as AFL-themed packaging for the 2019 Richmond Tigers premiership celebration, which included special cans and promotional tie-ins to boost seasonal engagement. Export activity for Carlton Draught is limited, focusing on select markets through parent company Asahi Group's distribution networks, though the vast majority of sales occur domestically. Annual sales volumes reflect its robust market standing, with historical data showing consistent high-volume performance in the tens of millions of liters, supporting its status as a key contributor to ' portfolio.

Ownership and Production

Corporate Evolution of

Following its formation in 1907 through the merger of several Melbourne-based breweries, (CUB) operated as an independent entity, consolidating operations by absorbing fifteen breweries across Victoria and to establish dominance in the domestic market. This period of growth saw CUB expand its production capacity and brand portfolio, including key lagers, while maintaining a focus on local distribution networks until the early . In 1983, Elders IXL Limited, an Australian conglomerate, acquired CUB in the largest in Australian corporate at the time, paying A$998 million and making CUB a wholly owned , which led to its delisting from the . Under Elders IXL's ownership, CUB continued as the core brewing arm, integrating into broader diversification strategies that included international expansions, such as acquisitions in the UK and . By 1990, Elders IXL restructured and renamed its operations as , with CUB serving as a pivotal division responsible for producing and marketing a diverse range of brands, including , , and Carlton Draught. This renaming emphasized the brewing heritage while positioning the group for global growth, leveraging CUB's established Australian market share of over 50% in beer sales. Throughout the 2000s, pursued expansions to strengthen CUB's portfolio, including investments in international markets and a strategic shift toward premiumization by promoting higher-end variants and craft-inspired beers to capture growing consumer demand for quality over volume. In December 2011, global brewer acquired for A$11.5 billion, integrating CUB as its Australian operations and maintaining a focus on premium brands amid ongoing restructurings until 's own acquisition in 2016. A key restructuring occurred in May 2011, when demerged its underperforming wine assets into the separate entity , allowing CUB to operate independently as the beer-focused division renamed and concentrating resources on brewing efficiency and brand innovation. This separation streamlined operations, reducing debt and enabling targeted investments in CUB's core portfolio prior to the takeover.

Current Ownership under Asahi

In 2016, acquired in a $107 billion deal, integrating —the parent company of Carlton Draught—into its global portfolio as part of the transaction's assets. This acquisition, completed on October 10, 2016, positioned within AB InBev's operations, emphasizing efficiency and scale in the Australian market. On July 19, 2019, announced an agreement to sell CUB to Asahi Group Holdings for A$16 billion (approximately US$11.3 billion), subject to regulatory approvals. The Australian and Commission (ACCC) reviewed the deal and cleared it in April 2020 after Asahi agreed to divest certain brands to address competition concerns. The transaction was finalized on June 1, 2020, marking Asahi's largest acquisition and establishing Asahi Beverages as a major player in Australia's beverage sector. Under Asahi's ownership, CUB brands like Carlton Draught have been integrated into the group's initiatives, with a focus on responsible sourcing of agricultural raw materials to support long-term environmental goals. Asahi aims for 70% reduction in Scope 1 and 2 CO₂ emissions by 2030 and net zero by 2040, applying these targets across its operations including where CUB contributes. Post-acquisition, Carlton Draught's core recipe and production characteristics have remained unchanged, preserving its traditional full-strength profile. Asahi has shifted emphasis toward and integration, enhancing online sales channels and data-driven campaigns for CUB brands, resulting in recognitions such as Digital Partner of the Year in 2024.

Production Facilities

Carlton Draught is primarily brewed at the Abbotsford Brewery in , Victoria, a historic (CUB) site established in the early 20th century and operational for over 100 years on the banks of the . This facility serves as the iconic home for the brand, producing the beer through modern processes while maintaining its legacy as a key production hub for CUB's portfolio. The Abbotsford Brewery has an annual output capacity of approximately 420 million liters of beer, supporting efficient manufacturing of Carlton Draught in various formats. Additional production takes place at the Yatala Brewery in , Australia's largest brewery with an annual capacity of 5.6 million hectoliters (560 million liters), where Carlton Draught is manufactured alongside other CUB brands like and Great Northern. This site features advanced automated lines for kegging and , enabling high-volume output to meet national demand. Regional distribution of Carlton Draught is facilitated through CUB facilities, ensuring efficient supply to local markets. Since Asahi Beverages acquired CUB in 2020, production facilities have incorporated initiatives, including high-quality water recycling systems at the Yatala Brewery to reduce freshwater usage in brewing processes and the adoption of sources, with commitments to source 100% of purchased from renewables by 2025. These efforts align with broader environmental goals, such as zero waste to by 2030 across manufacturing sites.

Advertising and Marketing

Iconic Campaigns

Carlton Draught's advertising history is marked by a series of humorous, over-the-top campaigns that leveraged viral marketing and parody to capture the brand's irreverent Australian spirit, often prioritizing entertainment over traditional product promotion. These efforts, primarily from the mid-2000s onward, helped establish the beer as a cultural touchstone in pub culture, with ads that mocked advertising tropes and exaggerated everyday scenarios to emphasize refreshment and mateship. The 2005 "Big Ad" campaign exemplified this approach, launching online two weeks before its television debut to build buzz through viral sharing on platforms like bigad.com.au. Directed by Paul Middleditch at Plaza Films and created by George Patterson Y&R Melbourne, the 60-second spot featured a massive chorus of actors—appearing as thousands via CGI—marching in epic formation to a parody of Carl Orff's , building to the "It's a big ad" before revealing the product with "Made from beer." The exaggerated scale satirized grandiose commercials, resonating with audiences for its self-aware humor and contributing to Carlton Draught's reputation for bold creativity; it garnered over 30 international awards, including a Gold at the 2006 Cannes Lions International Festival of Creativity. Building on this momentum, the 2006 "Flashbeer" campaign continued the viral strategy with a spoof of the 1983 film Flashdance, centering on aspiring brewer Kevin Kavendish (played by Aaron Bertram), a peanut inspector who auditions at the Carlton Draught brewery in a comically intense dance sequence set to Irene Cara's "What a Feeling." Created by George Patterson Y&R Melbourne and again directed by Paul Middleditch, the ad used high-energy choreography and pub-like camaraderie to evoke flash-mob spontaneity, tying into Australian beer culture's emphasis on bold, communal fun; released online first at flashbeer.com.au, it quickly amassed millions of views and won a Gold Lion at the 2007 Cannes Lions. In 2010, the "Slo Mo" advertisement shifted to slow-motion cinematography to highlight the sensory pleasure of drinking Carlton Draught amid pub antics, depicting mates in exaggerated, drawn-out moments of refreshment like spilling or toasting in unison. Produced by Clemenger Melbourne with direction from Paul Middleditch at Plaza Films, the 90-second spot underscored the beer's crisp taste and social ritual without overt salesmanship, airing during high-profile sports events to amplify its laid-back appeal; it reinforced the brand's humorous edge while subtly tying into its AFL sponsorship heritage. The 2012 launch of the "Made From Beer" platform formalized Carlton Draught's messaging around its straightforward recipe of , , , and , positioning the beer as authentically Australian and free of additives. Developed by Clemenger Melbourne, the campaign debuted with the "Beer Chase" ad, a of 1980s Hollywood car pursuits where robbers and cops abandon a chase to join a session, emphasizing the beer's irresistible pull on everyday blokes; this initiative built on prior viral successes by focusing on purity and cultural resonance, driving through relatable, lighthearted narratives.

Sponsorships and Partnerships

Carlton & United Breweries (CUB), the producer of Carlton Draught, has maintained a long-standing sponsorship relationship with the Australian Football League (AFL), recognized as a historic partnership that underscores the brand's deep ties to Australian sports culture. This alliance, which has evolved over decades, saw a significant extension in 2012 for an additional 10 years, solidifying CUB's role in promoting AFL events and teams. By the 2020s, under Asahi Beverages' ownership, Carlton Draught was designated as the official beer partner of the AFL through a landmark four-year deal announced in 2022, encompassing both alcoholic and non-alcoholic beverages across league activities. The brand's sports engagements extend beyond the AFL to include partnerships with the (NRL) and events. CUB's NRL sponsorship began around 1998 and reached its 19th year by 2017, with further multi-year extensions, including a renewal in 2023 that positions Asahi Beverages as the official beer, cider, and non-alcoholic sponsor. In , CUB held a 20-year sponsorship with until its conclusion in 2017, during which brands like (a CUB product) enjoyed prominent visibility in international and domestic matches. Additionally, CUB secures exclusive pouring rights at key venues such as the (MCG), ensuring Carlton Draught's availability to fans during AFL and fixtures at this iconic stadium. Collaborative promotions further amplify these partnerships, particularly through tie-ins with Australian pubs and major events. Carlton Draught frequently collaborates with pubs for AFL and NRL-themed activations, such as footy tipping competitions that engage fans nationwide and drive on-premise sales. Similar initiatives occur around events like the , where pub-based promotions offer prizes and branded experiences to enhance consumer interaction during the horse racing carnival. These efforts contribute to heightened brand visibility, with the AFL alone drawing over 8 million attendees annually in recent seasons, providing Carlton Draught exposure to a vast audience of sports enthusiasts.

Brand Platform and Recent Initiatives

The "Made From Beer" brand platform, launched in the mid-2000s and actively maintained since , positions Carlton Draught as a no-nonsense Australian lager crafted simply from quality ingredients, infused with cheeky, self-deprecating humor that celebrates everyday pub culture and authenticity. This enduring strategy contrasts the brand against more pretentious competitors, emphasizing its straightforward identity through storytelling that resonates with Australian drinkers' preference for unpretentious enjoyment. The platform has sustained the brand's cultural relevance by adapting classic tropes, such as epic quests for a , to reinforce its core message without overcomplication. In 2023, Carlton Draught revived its television presence with the "Long Live the Keg" campaign, the first major TV effort in over five years, created by Clemenger BBDO Melbourne to honor the ritual of changing kegs in pubs. The ad features a dramatic funeral procession for an empty keg, complete with bagpipes, a choir singing a parody of "Danny Boy," and pub patrons paying tribute, blending humor with nostalgia to evoke the communal spirit of Australian drinking venues. Building directly on the "Made From Beer" ethos, the campaign aired across TV, out-of-home, and digital channels, aiming to reconnect the brand with its heritage amid shifting consumer habits. Following Asahi's 2020 acquisition of , the brand shifted toward digital innovation, exemplified by the 2022 "Beer Drop Experiment" campaign, which used (AR), geotargeting, and social media to drive foot traffic to over 250 pubs. Participants scanned QR codes on posters to "drop" virtual beer tokens via AR on their phones, redeemable for free pints, creating viral social shares and gamified engagement that aligned with the platform's fun, accessible vibe. This marked a broader pivot to interactive online experiences, with subsequent content like short-form videos parodying Hollywood chases—such as a 2024 spot where blokes pursue a stolen carton—gaining traction on platforms like to amplify the "Made From Beer" humor in bite-sized formats. As of 2024, updates to the platform included targeted digital content under Asahi. Under Asahi, the brand has integrated sustainability efforts, such as sourcing 90% of barley from Australian farmers and using to brew over 50 million CUB beers, including Carlton Draught, at facilities like the Abbotsford brewery, with a goal of 100% renewable electricity by 2025. These initiatives align with the "Made From Beer" focus on quality and Australian roots. In 2025, The Carlton Draft tipping competition expanded into and , enhancing fan engagement through the AFL partnership via a new campaign .

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  67. https://www.petnology.com/magazine/article/asahi-beverages-commits-to-ambitious-sustainability-targets
  68. https://campaignbrief.com/20-years-on-carlton-draughts-the-big-ad-still-towers-as-an-icon-of-australian-advertising/
  69. https://www.oneclub.org/awards/theoneshow/-award/4294/big-ad/
  70. https://www.adforum.com/creative-work/ad/player/53023/big-ad/carlton-draught
  71. https://www.postkiwi.com/2006/carlton-draught-flashbeer-audition/
  72. https://www.splendad.com/ads/show/1226-Carlton-Draught-Flashbeer.html
  73. https://campaignbrief.com/carlton-draughts-flashbeer-wha/
  74. https://campaignbrief.com/carlton-draught-brings-you-you/
  75. https://www.adweek.com/creativity/guys-are-extra-slow-carlton-draught-spot-12329/
  76. https://www.shootonline.com/article/top-spot-week-ayson-stages-epic-car-chase-sans-cars-carlton-draught/
  77. https://www.isportconnect.com/afl-renews-long-term-partnership-with-cub/
  78. https://www.sportspro.com/sponsorship-marketing/sponsorship/cub_commits_to_afl_for_another_decade/
  79. https://drinksdigest.com/2022/12/15/asahi-enters-landmark-new-partnership-with-afl/
  80. https://www.beerandbrewer.com/cub-extends-partnership-nrl/
  81. https://www.nrl.com/news/2023/03/31/nrl-and-asahi-beverages-toast-partnership-renewal/
  82. https://www.theguardian.com/sport/2017/mar/25/bitter-end-for-cricket-australias-brewery-deal-after-20-year-innings
  83. https://dailytelegraph.com.au/sport/nrl/state-of-origin/australias-biggest-beers-to-do-battle-in-2018-state-of-origin-series/news-story/85845e0d7a8f539c0f5a4d29245fa394
  84. https://www.fanzo.com/en-ie/blog/2541/spotlight-on-carlton-united-footy-tipping
  85. https://footyindustry.com/index.php/afl-aflw/state-of-the-game-2023-afl-attendance-social-media-support-participation-memberships-and-tv-ratings/
  86. https://brewsnews.com.au/carlton-draught-breaks-big-ad-drought/
  87. https://lbbonline.com/news/the-keg-is-dead-clemenger-bbdo-aus-on-how-they-created-a-sombre-yet-witty-spot-for-carlton-draught
  88. https://mumbrella.com.au/carlton-draught-commemorates-the-changing-of-the-keg-via-clems-782832
  89. https://www.theaustralian.com.au/business/growth-agenda/carlton-draught-brings-humour-back-to-the-pub-with-new-ad-campaign/news-story/bbbb729d91b797a9a1d44c6ae90730d2
  90. https://www.becausexm.com/work/carlton-beer-drop/
  91. https://curiousnation.co/our-work/carlton-draught-beer-drop-experiment/
  92. https://www.instagram.com/reel/C_S5VsgyQOL/
  93. https://brewsnews.com.au/asahi-announces-new-sustainability-targets/
  94. https://brewsnews.com.au/50-million-cub-beers-made-from-solar-power/
  95. https://campaignbrief.com/the-carlton-draft-celebrates-expansion-into-wa-nsw-in-2025-launch-film-via-tgi-sport-wildcard/
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