Carlton Empire Dry Lager 'Get Medieval on your tastebuds' Poster

Carlton Empire Dry Lager ‘Get Medieval on your tastebuds’ Poster

Price range: $38.00 through $99.00

Empire Lager was a short-lived beer brand launched by Carlton & United Breweries (CUB) in August 2003, targeting young, urban “late nighters” aged 18 to 29. Developed over 19 months, the brand was a strategic attempt by CUB to compete with ready-to-drink (RTD) spirits, featuring high-energy marketing and distinct packaging, but it was withdrawn from the market after falling significantly short of sales targets.
Development and Launch (2003)
  • Target Market: Aimed at 18–29-year-olds, positioning itself as a “cool” alternative to beer, specifically targeting the nightclub scene.
  • Marketing Strategy: Supported by a $3 million advertising campaign, the branding focused on music, fashion, and technology. The 345ml bottles were designed to look more like RTDs than traditional beer bottles.
  • Advertising: Featured high-image, energetic commercials, including a notable ad set in a jumping castle.
Failure and Withdrawal (2004)
  • Performance: Despite CUB’s initial, optimistic projections, the brand failed to resonate with the target demographic, who viewed the marketing as an overt, “uncool” attempt by a large corporation to change their habits.
  • Outcome: The product was quickly removed from the market by late 2004, with approximately $10 million in total development, marketing, and distribution costs lost.
  • Significance: While a commercial failure, CUB executives, including then-CEO Trevor O’Hoy, defended the attempt as a necessary risk to innovate and “have a go” with new products. 
Empire Lager is largely remembered as a “lesson in failure” for major brewing companies trying to force a brand into a specific, youth-oriented market. 
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Description

This is a fantastic Australian brewery poster to compliment any wall. These prints
are highly collectable and a refreshing way to bring colour and verve onto any wall.
Our high quality art prints come professionally printed on art paper stock which
allows for a vivid image with exceptional colour vibrance and print quality. You will
not be disappointed with the quality and workmanship. We have an extensive
collection of brewery photographic and poster art and if you require something not
displayed on our site do not hesitate to contact us to see if we have it, you may be
pleasantly surprised.

We are adding new product and product types everyday. This piece comes in
multiple sizes for your convenience.

Shipping and Packing
Our products are delivered with a tissue wrap and rolled into a secured tube or
envelope (sandwiched between cardboard stiffeners to eliminate damage). Our
postage costs are for Australian customers only, for international sales please
contact us prior to purchase to arrange a quote for delivery. We ship via Australia
Post for all our art prints. Private courier can be arranged by request.

Additional information

Size

A1, A2, A3

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