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Carlton Draught undergoes packaging refresh and launches trivia bottle caps

Popular Australian beer Carlton Draught has undergone a packaging refresh and introduced a touch of Aussie pub trivia at the same time.

The beer brand enlisted the help of Melbourne’s Quiz Meisters, including the ABC’s Ben Cardwell and The Chase’s “Shark”, Brydon Coverdale, to create a series of questions for under the bottle caps of its beers.

“Our trivia is about mates getting together and showing each other how many useless facts they know,” said Quiz Meisters Co-Founder Pete Curry.

“We generate weekly banter and healthy competition. Quiz Meisters believe that question writing is an artform. The result is instant trivia at the twist of the wrist.”

The Carlton Draught logo has been updated, with the iconic Clydesdales now pushing forward. A strain of barley has been added on each side to show the importance of local ingredients and the ‘Brewery Fresh’ signature has been highlighted.

The subtle packaging refresh aims to reflect Carlton Draught’s strong position among modern day beers.

“We’ve stood the test of the time, and that’s because we’re about fresh beer. Nothing more, nothing less,” said Carlton Draught marketing director, Juan Uranga.

“A beer shared with mates is the best kind of beer. Our consumers told us we needed some new pub trivia, so we went to the best quiz masters in Australia, at the same time taking the opportunity to make a few subtle
changes to our packaging.”

Carlton Draught has been consumed in pubs for more than 150 years, with humble beginnings as a small brew from Carlton, Victoria.

The beer is among the portfolio of brands in Carlton & United Breweries set to be taken over by Asahi Beverages. Last week, Australia’s competition watchdog raised preliminary concerns over the proposed $16 billion acquisition.

The ACCC is concerned that merging the two largest suppliers of cider will reduce competition in the cider market and may also reduce competition in beer.

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