Carlton Empire Lager

Formerly brewed at Carlton & United Breweries (CUB)
Style: Pale Lager
Melbourne, Victoria, Australia

Serve in Dimpled mug, English pint, Lager glass, Shaker

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They tried 'Sterling' and then 'Empire', neither was a sterling or empirical result. Nice bottle, nice label. Too bad you can't intake bottles or labels. Maybe if they had called it 'Extreme' it may have survived. The empire has fallen, so use the advertising 'force'! Luckily I only bought 1 of these water bottles.

So, Siimon, Nikki and Damon were sitting around the table in their advertsising agency office, contemplating the new brief they had received from CUB. After the debacle with Carlton Cold Shot they knew they had to perform. The problem was that they had to promote a beer that was deliberately brewed to be nondescript. The product description and brief they had from CUB was that the beer was 'smoother and less bitter' than other CUB beers and that the target audience was the 18-29 'late nighter'. The unopened 6 pack sat on the table, all 3 realising how fruitless it would be to taste it as they all hated beer. If it didn't have rum or vodka in the glass with a bunch of unpeeled citrus fruits that had to be smashed with a big stick, as was the rage in all the bars they frequented, then it wasn't worthy of being called alcohol. Damon did like the odd Campari however. Anyway they thought long and hard about the advertising campaign and name for the beer. Yeah they had to come up with a sexy name. How about Cruiser? No that was taken. OK, what about Carlton Wet?..... naah people might think it was too watery (how prescient). "Bugger I don't know, they could just have added a dose of eccy to each bottle and no-one would have cared", Nikki exclaimed. "We could even have called it Empire or some other stupid irrelevant name like that and no-one would have given a damn". Anyway, strangely the beer went out under that name so all of the 18-29 male demographic could apply their thoughts to how much this country does not need to be a republic. Rather, they can marvel at the amber body and smooth white head atop an entirely bland beer. The hops were so late that they missed the trip entirely, which is just as well as they didn't have to fight with the malt presence to exert their superiority. This is certainly the beer for late nighters, as the last thing that matters on the sweaty, smoky dancefloor is a complexity of flavours that combine beautifully to provide the market with a quality beer that is a delight to drink.

UPDATED: JUL 15, 2006 This is a new one from CUB aimed at the 18-25 year olds I suppose the cold shots didnt do it for them as they are giving a 4 pack away with every carton of carlton cold. Anyway back to the Empire I thought it wasnt too bad for a 41 year old, good aroma, average size head, minimum lacing, the taste was smooth ( due to the late hops? ) grapefruit and hints of cheese maybe some butter. Anyway it wasnt too bad specially after having it straight after an Eisbock!