Regular readers of Brews News have know that the Crown Lager marketing has been something of a bete noir for me over the last 18 months. It featured highly in our recent podcast featuring Vincent Ruiu from CUB where we discussed the launch of Crown Lager on tap.
Given that, credit must be given to launch of Crown Lager on tap and the way it has been announced in the media release below. It is great to see the focus on the beer drinking experience they are seeking to provide through offering Crown Lager on tap, rather than slightly dubious claims about the beer’s ingredients and process. Perhaps the new CUB is about beer after all. We’ll see.
For now CUB is focusing heavily on the presentation of the beer in the retail environment with glassware, tap design, venue selection and staff training all being factored into the Crown Lager draught equation, as befits a beer they regard as Australia’s finest. It will be interesting to see whether the market responds. I’m actually hoping that it does. [MK]
Australia’s finest beer now on tap
As of Monday 3 September, Australians will be able to enjoy Crown Lager fresh from the tap in selected bars around the nation.
Crown Lager has set its own standards to create the perfect pour so that Crown Lager’s premium appeal is felt throughout the entire Crown Lager Draught experience.
The beer is delivered fresh and cold from a beautifully engineered tap that controls the flow rate of Crown Lager into a specially designed glass using nucleated technology to ensure compact and lasting foam. The large head size will deliver maximum flavour and aroma throughout the entire consumption of Crown Lager on tap.
Crown Lager Draught offers a fresh blend that has remained unchanged for nearly 100 years. It’s brewed with only the finest ingredients that include malted barley and Pride of Ringwood hops. The result is a creamy fruitiness and rich malty mid-palate balanced by a crisp finish, to make it a lasting favourite among Australians.
Group Marketing Manager for Crown Lager, Richard Oppy says, “Crown Lager is Australia’s highest selling, Australian premium beer and so we’re thrilled to be able to offer the Crown Lager experience fresh from the tap.”
“It’s an exciting next step for the brand and we look forward to consumers sharing Crown Lager draught in those celebratory moments that matter,” Oppy continues.
Crown Lager Draught will be available at selected bars, restaurants, hotels and sports clubs Australia-wide. RRP is $7 for a 300ml serve.