Carlton Draught wanted to breathe life into their iconic Made from beer platform to breathe life into the pub. In Australia people aren’t visiting the pub in the numbers they once did. In fact, at the start of 2022 pub numbers were down 20%. Carlton is one of the biggest pub beers in the country, so our brief was to celebrate the rituals and joy of the pub to entice punters to return and of course drink beer….our beer.

Made from beer has always taken the piss out of excess. Hollywood films, big budget ads, over the top sports production have all been made light of. This time Carlton Draught took on the pomp and ceremony of royal pageantry. The pub is a great leveller. Everyone in the front bar is equal and Carlton Draught wanted to again remind us to stay grounded in a world that is anything but.

In this film we see a man ordering three Carlton Draughts at a pub. Then the most horrible thing happens. The keg runs dry. With that our barperson announces “the keg is dead”. This is the cue for Carlton Draught to begin the formalities of the changing of the keg. In a tongue in cheek parody of the pomp and ceremony of a Royal funeral, the Carlton Draught team perform a mock funeral procession for the keg.

The drinkers in the pub have seen this all before and are not impressed, as they painstakingly wait for the keg to change. However there is one punter who is amazed and even ends up as part of the ceremony.

Once the mourning is over, a new keg enters the pub with all the fanfare and excess of a Royal coronation. The keg is tapped and a Carlton Draught placed on the bar.

This film launched in early April, so the impact has yet to be recorded.