Carlton Pilsener ‘A traditional refreshing beer’ Poster


Leslie Jordan, CUB’s marketing manager, reported that the company spent hundreds of thousands of dollars and a year of research to produce Carlton Pilsener. Pilsener came as a result of the Liquor Royal Commission; it was a drink to tie in with later closing hours, a beer with 12 per cent less alcohol with the blessing of the Victorian police surgeon, Dr Birrell.

George Patterson Advertising agency produced two 60-second TV commercials, one at Hunter’s Lodge, Croydon, with people dancing in Bavarian costumes, and another at the Dorchester by the Yarra. The jingle which would have had some doubtful connotations a decade later went:

Keep it light, Keep it bright, Keep it young, Keep it gay, If you like it light, Pour a Carlton Pilsener.

It was all kept top secret until launching day. The bottles went unlabelled with plain crown seals and the beer just had the name ‘Special Brew No 1 ‘. Only the board knew of the plans and only after the name was revealed did the labels go to the printers.

Unfortunately Pilsener was a decade ahead of its time. There was something not manly enough, something which did not fit the Australian image about drinking a low alcohol beer. The CUB Annual Report of 1973 confessed the failure. It was the least popular of all the company beers and despite a big promotion it did not sell. So the marketing department change the name to Light Ale and somewhat sadly the annual report added: ‘We are persisting on a national basis to cater for the minority who prefer such a beer’.

This poster has all of the period cues from the late swinging sixties.


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


A1, A2, A3


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