Carlton & United Breweries is bringing back three of its all-time classics for true blue Australian beer lovers, including iconic brands that haven’t been brewed for decades.
In response to demand, gone-but-not-forgotten heritage beers Reschs Dinner Ale, Melbourne’s Richmond Lager and Cairns Draught are each making a comeback in their home state for a limited time.
CUB marketing manager Marc Lord said classic, local beers had become a popular choice during the pandemic.
“During the uncertainty of the pandemic many beer lovers have felt a strong sense of nostalgia, and that is set to continue,” Mr Lord said.
“Beer lovers have long been calling for the Cairns Draught, Reschs Dinner Ale and Richmond Lager classics to be revived. The people have spoken – and we’ve listened.”
The three CUB heritage beers making a comeback are:
Reschs Dinner Ale: Known by fans as DA, this classic was first made in Sydney in the early 1900s and last known sales were in 1996. A long-running campaign by the Reschs Appreciation Society saw iconic Reschs Silver Bullet cans returned to NSW bottleshops last year and now the passionate society has notched up another victory with the return of the Dinner Ale.
Queensland’s Cairns Draught: “The north’s own beer” was released in 1925 as the first draught beer on the market. Tasting similar to Carlton Draught, the beer was hugely popular – thirst-quenching in the hot and humid climate. The beer was last brewed in 1996.
Richmond Lager: Perhaps lesser-known – but no less popular among its fans – is Richmond Lager. Initially brewed in 1928, Richmond Lager helped to transform the way beer is made in Australia as one of the first to embrace new technology. It was initially brewed in small quantities, but it quickly became renowned for its quality and soon couldn’t be made fast enough. Production ceased in 1962 but it’s since been released in very limited numbers from time to time.
CUB expects the relaunches to help drive consumers into stores, because these drinks capture the nostalgia of beer lovers and remind them of simpler times. The relaunch reinforces CUB’s commitments to listening to our retail partners and helping expand the beer category.
All three beers will be available at Liquorland and First Choice bottleshops in their respective state while stocks last.
For more information contact Simon Pristel at HeadlinePR on 0412 393 433 or firstname.lastname@example.org