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THE MARKET
Australia has for a long time been a nation of proud
beer drinkers. In recent years, there has been a shift
from this tradition, with consumer repertoire
increasing in range and brands. Wine, premium
beers and ready-to-drink products are nowregularly
mixed and matched for different occasions.
Although our choices are broadening, the
largest segment of the alcohol market continues to
bemainstreambeer. Having a fewbeers withmates
remains a much-enjoyed part of socialising in
Australia. The mainstream beer category growth
has reached a plateau in recent years, however
Carlton Draught is growing against the trend.
ACHIEVEMENTS
CarltonDraught has over the past seven years risen
from being Victoria’s tap beer to one of the fastest
growing mainstream beer brands inAustralia.
Carlton Draught’s “The Big Ad” represents a
series of firsts for theAustralian beer industry. Part
of the “Made fromBeer” campaign, it was the first
beer ad of such an enormous scale inAustralia and
the business’s first ad launched online. It was also
Australia’s first beer ad to use Vividas full screen
online streaming technology. This meant beer fans
could view the commercial in exceptional quality
on their computer screens. The Big Ad was also
the first Australian advertisement to use cinematic
crowd generation software, known as ‘Massive’,
to produce the thousands of robed actors in the
commercial.
The achievements from launching the campaign
online were unparalleled.Within 24 hours of going
live, The BigAd had already been viewed 160,000
times. By the time it aired nationally on television,
theadhadbeenviewedonlineanamazing1.2million
times. Nowmore than three million viewings have
taken place.
The beer itself has received accolades, voted
best draught beer two years running (2005&2006)
at the Australian Liquor Industry Awards.
HISTORY
The history of Carlton Draught is integral to the
brand’s credibility and the source ofmuch consumer
confidence. With history dating back to the 1860s,
the Carlton brand has been synonymous with beer
since colonial times.
The CarltonBrewerywas founded in 1864, with
the bluestoneBrewery completewith 80 square feet
of stables to house the now legendary Carlton
Clydesdales. The clip clop of their hooves was a
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