Carlton Light ‘Fine full-flavoured beer’ Poster
$24.00 – $85.00
Before 1968 Carlton & United Breweries had a monopoly on beer served across the hotel bar in Victoria. That brand was Carlton Ale. With the entry of Courage Breweries a joint venture between local hoteliers, the British brewer Courage, Barclay & Simonds (it became Courage Ltd in 1970) and the British Tobacco Group put pressure on CUB to rethink their branding. So Carlton Ale was rebranded as Carlton Draught and the beer across the bar was made available as packaged beer.
As for the packaged beer they revamped all of their brands like Melbourne Bitter, Crown Lager, Abbots Lager, Victoria Bitter and Foster’s Lager. Foster’s Lager had a real revamp from the old red and yellow label to the well known blue and gold. The red ‘F’ was retained from the original brand going back to 1888.
Unlike in the U.S., “light” beer in Australia is not lighter on calories; it’s just lighter on alcohol content—usually around 2.5% ABV. By contrast, your average Australian beer is a standard 4.5% to 5%, and mid-strengths are around 3.5%. So why bother? Australia’s Drink driving laws are relatively tough. The maximum drink alcohol reading nationwide is 0.05, and it’s heavily enforced, with cops setting up roadblocks to stop and breathalyze massive numbers of drivers. Australians are also inundated with anti-drink-driving ads. As a result, people count the numbers of standard drinks they’ve had and generally police themselves pretty well. Staying at .05 is about one standard drink an hour, so if you want to drink and keep pace with your non-driving mates light is a relatively stigma-free option, and it’s available at every bar.
Carlton Light was one of the first beers produced and promoted as a good tasting light beer. Sales reflected a good acceptance and realisation of drinking and driving by most Australians.
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
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.
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