Carlton & United Breweries (Australia)

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Carlton & United Breweries (or CUB) was until recently the Australian arm of global brewer SABMiller. It was absorbed by AB InBev during 2016. SABMiller originally acquired it in the 2011 takeover of Foster's Group, at one point the leading alcohol company in Australia and the Pacific region. Yet despite the international fame of its namesake Foster's lager, by far the largest proportion of Foster's Group's revenues was always derived from other brands. By the mid 2000s, the group was best known in Australia for market leading beers VB, Crown Lager and Carlton Draught. It was also home to an extensive wine portfolio, enhanced in 2005 by the high-priced acquisition of local producer Southcorp. However the wine business proved increasingly problematic between 2006 and 2008, leading to a series of management shake-ups. In 2011, the group split in two, demerging its wine interests as a separate company under the name Treasury Wine Estates. The remaining beer business became the subject of a takeover bid from SABMiller in September 2011.

Selected Carlton United Brewers advertising

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Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 5th Oct 2017: Ads Of The Week: "Brewery Fresh". Ah! The return of the crazy Australian beer ad! It's been 12 years since Carlton's iconic "Big Ad", which ushered in a succession of less epic but equally oddball campaigns over the next few years. Then suddenly, with a decline in local beer sales, it all got a bit serious and a bit earnest after around 2012. That drought may now be over, helped perhaps by the fact that brewer CUB is now owned by the more worldly AB InBev. This spot from Clemenger BBDO marks a return to those good old days when beer ads weren't required to make sense or explain the heritage or organic properties of a particular brew. They just have to make you laugh. 

Adbrands Weekly Update 12th Dec 2013: Ads of the Week: Hello Beer. Australian beer rides to the rescue with a wondrous collection of side-splitting sight gags from Clemenger BBDO Melbourne for Carlton Dry. These are running on Australian TV as a series of 15 second spots, but here's the full compilation and it's truly a thing of beauty. Ladies, we are men. This is what we do when you're not around. Deal with it.

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Subscribers may access the following website links:

Carlton & United Breweries website


Foster's Pure Blonde
VB Crown Lager
Carlton Draught Cascade

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