Carlton Sterling Lager ‘Beer lover’s light’ Poster

Called Carlton Sterling, the beer was a 2.5 per cent premium lager brewed with Saaz hops to make it taste more like a full-flavoured beer. The brewer was pitching the product to drinkers who prefer the full strength flavour and image but sometimes want a lighter alternative.

“The timing is perfect, said CUB general manager marketing, David Yardley at that time. “CUB research reveals that consumers are ready for a light beer that has strong ‘real beer’ brand credentials. They have moved on from reduced alcohol beers that screamed ‘light’ and were all about functionality and a forced choice.” Yardley said the market for light beer drinkers had expanded but with this growth consumers had also become more specific about their demands. “These consumers want a credible brand – not a light version of another beer brand. They want a brand with a unique identity and a charisma they can call their own.”

Short-term, the product was pitched to extend CUB’s lead in the light beer segment of New South Wales, and grow the overall light beer category. Carlton Sterling was supported by a major marketing campaign from George Patterson Bates advertising, which carried the tagline: Carlton Sterling – Beer lovers’ light. The first TVC took an entertaining peek at an intimate moment between a man and his beer.

“It’s a tongue-in-cheek play on the fact that while some blokes have a problem committing to love, no bloke has a problem committing to and falling in love with Carlton Sterling, Bates group communications director, Kevin Mier said. CUB spent 18 months developed the campaign with Bates. Along with TV, the campaign included print, PR and promotional activity. The TVC aired throughout the remainder of the AFL, NRL and V8 Supercar seasons in 2002.

The brand didn’t resonate with the drinkers and after several years CUB discontinued this brand.