At the start of the 90's the best kept secret in brewing was that CUB's flagship brand, Fosters Lager, was NOT the largest selling beer in Australia. In fact for a few years that title had been held by Victoria Bitter (VB) who had cannibalised Foster's market. It was decided to take CUB's 'old' Carlton Draught brand and re-launch it to appeal to a younger, trendier market. This would give Fosters room to grow into the more conservative beer market without crushing VB sales. CUB came up with the 'long necked' stubby, I came up with the ad, and a new class of beer drinkers (and a new, non working class way of drinking beer) was born.