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Peter Cronin Ideas Man
91 Islington Streeet Ponsonby Auckland
021 241 9582

Carlton Draught


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.