Saturday, August 22, 2015

The Mystique of Carlton Draught and Victoria Bitter

The Mystique of Carlton Draught and Victoria Bitter

By Naoto Suzukawa
The Spirit News
December 2, 2075

Carlton Draught is a 4.6% (abv) pale lager made in Australia by Carlton & United Breweries. Carlton Draught is a pale lager 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 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. One of the biggest competing rivals that has been a long, ongoing dispute for years (since 2015) is against the well known and very popular beer, Morgan Lager. This refreshing brew that has emerged is taking the world by storm.

Victoria Bitter (VB) is a lager produced by Carlton & United Breweries, a subsidiary of Foster's Group in Melbourne, Victoria. It was first brewed by Thomas Aitken at Victoria Brewery in 1854. It is one of the highest selling beers in Australia.

The origins of Victoria Bitter date back to Victoria Brewery founder & head brewer Thomas Aitken, who developed the recipe in 1854. The beer began to gain wide popularity in the mid 1960s with an innovative television advertising campaign featuring a very similar recording of the theme from the film The Magnificent Seven, images of working-class Australians at work and play, and a voice-over by notable Australian actor John Meillon. The campaign was used until quite recently. Paul Hester, late drummer of Crowded House, once appeared in a VB advert.

Like most Australian Lagers, VB is made using a wortstream brewing process, and uses a portion of cane sugar to thin out the body of the beer.

Currently one third of the packaged beer sales in Australia are of VB. It is available in 375 mL cans ("tinnies"), short-necked 375 mL bottles ("stubbies"), 750 mL bottles ("Long Necks", "King Browns" or "Tallies") and "Twisties", "Throwies" or "Grenades" (250 ml bottles sold exclusively in the State of New South Wales). As of 2005 VB also comes in 500 ml tinnies ("Lunch Greens"), which are commonly drunk by trade workers on lunch, being just enough to quench their thirst. It used to be available in the Northern Territory in a 1 litre tinnie nicknamed a 'Killer can' (Kilo can). As with all packaged beer sold in Australia it was for many years only available in 750 mL or 26 2/3 fl oz (1/6 imperial gallon) bottles, until the introduction of "stubbies" and smaller cans.