The launch of a new golden ale represents the next chapter in the history of beer and brewing in Australia according to Carlton & United Breweries (CUB).
Staying true to CUB’s long history of leading beer trends and evolving alongside changing consumer tastes, the brewer has launched Crown Golden Ale.
The changing beer market
“As beer lovers, we know that the beer world is changing. We know that drinkers today are more sophisticated and exploratory than ever; they want to try different styles of beer, they want a more premium choice and Crown Golden Ale is a brew that will give them that,” CUB’s Richard Oppy said today.
While Australians have traditionally focused on alcohol content and brands to differentiate the beers they drink, drinkers are now starting to explore across the different styles of beer; lagers, wheat, ales and stout.
Today, lagers are easily the most recognised and available beer style, however beer drinkers are now starting to crave more variety and more detail about beer.
CUB has made no secret about the focus on the quality of the amber liquid and its core portfolio.
“The arrival of SAB Miller has put the focus back on the beer and supported a path of quality and innovation. This means we keep brewing great quality beers, which we hope people will want to try, talk about and drink,” Oppy said.
Crown Golden Ale: the brew
Crown Golden Ale boasts a balanced flavour with zesty, citrus hop characteristics, while being subtly aromatic. This combines to deliver a refined and easy-drinking ale that is suitable for any occasion.
Ales tend to be brewed from malted barley and hops using a warm fermentation method to deliver a fruity aroma as well as a malty, full-bodied and sweeter taste.
Staying true to CUB’s commitment of using Australia’s finest ingredients in Crown Lager, Crown Golden Ale is brewed using 100% malt and a combination of first choice Pride of Ringwood hops and Galaxy hops.
“We think Crown Golden Ale has a subtle bitterness that appeals to a wide variety of palates. It’s a much easier drinking beer than the traditionally heavier English style ales; we’ve brewed it locally with our climate in mind,” said Tully Hadley, Crown Head Brewer.
Crown Golden Ale has sleek, premium black packaging with gold highlights and will sit alongside Crown Lager in the Crown family.
Where to buy
- Crown Golden Ale will be available exclusively at Dan Murphy’s and BWS from July to September 2014.
- The brew will also be available in bars and pubs from August 1
- From October, drinkers will be able to purchase Crown Golden Ale at all good liquor retailers, bars and pubs.
For further information, images or interview requests please contact:
Jemma Lee – Liquid Ideas for Crown Golden Ale
ph: (02) 9667 4211 m: 0438 285 545
Taryn Malakou – Liquid Ideas for Crown Golden Ale
ph: (02) 9667 4211 m: 0431 222 643