CUB promotes Brian Phan to ‘best marketing job in Australia’

Brian Phan, the contemporary brand director at Carlton and United Breweries (CUB), has been promoted to vice president of marketing.

Phan replaces current marketing VP, Alexander Lambrecht, who is leaving CUB to become vice president of marketing for India and south-east Asia at AB InBev.

Phan has been with CUB for four years

Earlier this year, global alcohol giant AB InBev agreed to sell CUB, its Australian subsidiary, to Asahi. The sale is pending, however Phan’s promotion is effective from 1 October.

CUB CEO Peter Filipovic said VP of marketing was one of the company’s most important roles.

“In our 150-plus year history, we have produced some of Australia’s most iconic and enduring marketing campaigns, helping our brands become among the most recognisable in the country. VP marketing is one of the most important roles in our business, and there is no-one more suited to fill it than Brian,” he said.

“He has been critical in driving Great Northern’s growth to new heights, and was behind the world-first launch of Corona Ligera, which is now Australia’s number one international mid-strength beer. In addition, he was instrumental in turning around CUB’s performance in the cider category via Pure Blonde Cider and Mercury Hard.”

Filipovic also noted Lambrecht’s achievements in the role.

“While this is exciting news for the business, it is with sadness that we farewell Alex. In a short time he’s had a big impact, helping us gain recognition as one of Australia’s most innovative companies, launching a successful campaign to position Carlton Zero beer as a low-sugar, non- alcoholic option and strengthening our strategic thinking. We will miss his inspirational style and commitment to building the best teams.”

Phan too noted Lambrecht’s impact, and said the role was the best marketing job in Australia.

“Alex energised the marketing team with his passion for creativity and drive to embrace new ways of how to meaningfully connect with consumers.

“For me, being appointed to this job is a dream come true. Whether it’s VB, Great Northern, the Carlton family, or any one of CUB’s other fantastic brands, these are icons of Australian culture. Consumers love the romance of these brands, their history and the fact that some of the most memorable moments of their lives have been enjoyed with one of our drinks in their hands. I really think this is the best marketing job in Australia.”

Last month, CUB’s brand Great Northern released its first creative work from TBWA, focusing on the emotional connection between a father and his son following his cancer diagnosis.


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