Finally, a big brewery that admits as much
There’s been a trend lately of big macrobreweries putting on airs that they are all artsy and micro (A-B has a new “microbeer” clone that almost sucked me into buying it… till I saw the manufacturer). An article on brandchannel.com tells the tale of Carlton Draught, an Australian beer that is keeping it real. An excerpt from the article:
Australians have a reputation for being earthy, honest, and (upon occasion) even somewhat blunt, so one shouldn’t be surprised to learn that the website of Carlton Draught, one of the country’s bestselling tap beers, fulfills all of those criteria beautifully. Take, for instance, the Carlton Draught tagline: “Made from Beer”—did you really think that it would be made from anything else? Or the outdoor advertising campaign, which has a portfolio of posters that proudly proclaim that the beer is “Brewed in a big metal thing,” “Handcrafted with big machines,” and “Made from only the most attractive yeast”—if that last slogan sounds confusing (or gross) a quick look at the billboard will most definitely put you straight.
Brewed in a big metal thing… brilliant. And it’s funny because it’s true.
Jonathan, Joel & Jeff
