Carlton Draught shrinks the kegs with new can style

Carlton Draught outdoor kegs you can pick up

Carlton Draught is to replace its cans with a new keg-look container. The move is being backed with an outdoor advertising campaign created by Clemenger BBDO Melbourne.

Carlton and United Breweries (CUB) will replace all cans of Carlton Draught with the new silver keg-like cans with merchandising kits to direct punters to the new-look brew, and an outdoor campaign in the beer’s home state of Victoria.

Alaistair McCausland, marketing manager for Carlton Draught, said the keg can was about championing the Aussie pub experience. “You see a keg and instantly think having a beer at the pub,” McCausland said.

“We all know the pub is the best place to enjoy a fresh Carlton Draught with your mates, but for those times when grabbing a stool at the bar just isn’t possible, holding a keg can at home will absolutely be the next best thing. Plus, they’re really shiny.”

The keg can launches weeks after Lion Nathan released the Tap King home keg system with an ad created by BMF in which Lionel Ritchie sings his famous song ‘Hello’ from the back of the fridge.

VB Outdoor shrunk the kegs


  1. jason
    15 Jul 13
    12:26 pm

  2. More like championing the bogan experience. Being a regular Carlton Draught drinker I can tell you this does nothing for me. More reason to pick up a Pieroni or other Euro beer that has some class.

  3. Scotty
    15 Jul 13
    1:11 pm

  4. ‘Honey, i shrunk the kegs’
    Some of the laziest copy writing i have seen.
    Where has all the good creative gone?

  5. Wayne
    15 Jul 13
    1:31 pm

  6. Drink enough of them and, you too, will look like a keg…

  7. Toto
    15 Jul 13
    2:17 pm

  8. the phase ‘you cant polish a turd’ comes to mind

  9. Toto
    15 Jul 13
    2:27 pm

  10. Phrase! Damn you Mumbrella – cant you just sub peoples comments?

  11. Groucho
    15 Jul 13
    2:58 pm

  12. If only they would put proper beer in them.

  13. sheesh
    15 Jul 13
    8:36 pm

  14. Great idea, can’t believe no one’s done it before.

    Jason – you’re a knob

  15. Paul
    16 Jul 13
    9:30 am

  16. Yes well package it however you want, it’s the taste that will let you down everytime, give me a Hahn Super Dry every day of the week or a Corona..!

  17. Like it
    16 Jul 13
    11:39 am

  18. The keg-shapoed packaging says everything they want to say about the beer.
    It communicates immediately. Whether people buy it or not – the designers have done their job perfectly – it’s now up to the brewers to ensure it tastes as good as it looks.
    Well done Clems.

  19. Stu
    17 Jul 13
    10:26 am

  20. The packaging looks great – agree with Scotty Re: copy though.

  21. James
    17 Jul 13
    10:34 am

  22. The can was designed by Cowan ( Outdoor campaign by Clems.

  23. Anonymous
    1 Aug 13
    9:11 am

  24. how much is it??

  25. Paul
    3 Aug 13
    8:33 pm

  26. Yep Jason your a knob how about you try drinking Cruisers buddy maybe they will suit you a bit better.

  27. Gavin
    3 Aug 13
    8:36 pm

  28. To the Paul re-Yes well package it however you want, it’s the taste that will let you down everytime, give me a Hahn Super Dry every day of the week or a Corona..!
    Maybe you should swap to Cruisers to big fella and leave the Carlton Draught to the real men…

  29. Richard Moss
    5 Aug 13
    8:12 am

  30. Dunno what youse are yackin about, I reken its shit hot.

    Cant wader get me greezy mits on one, mind you this new can won’t look any different to the old bastard once its crammed into me stubby holder.