By Amy Looker in Melbourne
After much speculation, Foster's Group relaunched its beer business today with a new name, brand identity and logo.
The newly renamed Carlton United Brewers was announced by Foster's Group chief executive, John Pollaers, today in Melbourne, following the recent demerger of Foster's wine and beer businesses.
The new name is paired with the slogan 'Raised in Friendship', while the word 'breweries'has been updated to 'brewers' to acknowledge the people behind the brand.
Pollaers said that the relaunch was one of several reinvigorations planned for the CUB following the demerger.
“Over a number of months in each of our major locations we instigated in-depth discussions with our people about what this brand could, and indeed should, be for Australians,” said Pollaers.
“What this name change reflects is our belief in community, in people, in the occasions where beer helps bring people together. Beer is at the heart of so many significant occasions in Australian life – from when we spend time with mates after work, to watching footy with our dad, to a barbeque with the family."
“We believe – with a passion – that if a whole lot more people raised a beer in friendship the world would be a better place.”
In addition to the CUB relaunch, Foster's Group has also refreshed its logo.
Pollaers said that Foster's Group is entering an exciting phase of its future.
“We are fortunate to be able to build our business on the foundation of Australia’s strongest beer brand: CUB. I want us to stay focused on being not just a great beer company, but the best beer company, and the beer company loved by Australians.”