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Sunday
Jul202014

CROWN GOLDEN ALE

Crown Golden Ale. Hindsight is a great thing. It’s something Carlton & United Breweries (CUB) could perhaps benefit from.

From their backflip on VB, reverting it back to 4.9% ABV and changing the logo back to the previous one, their launch of Crown Lager on tap to their “re-launch” of Crown Lager they have certainly made some strange marketing decisions. Not to mention the scrapping of Vic Pale Lager and the shelving of Crown Pilsner and Crown Gold Lager.

Now comes the next face palm announcement - the launch of Crown Golden Ale.

In a similar vein to Crown Lager (aka ‘Crownies’), they claim the beer is “brewed using Australia’s finest ingredients”. The bottle itself looks the same as a Crown Lager bottle except the label is black instead of gold with Golden Ale in the place of Lager. Using 100% malt (wow!) and Pride of Ringwood and Galaxy hops, it’s a mild 4.5% ABV.

Looks like a typical commercial beer – golden yellow colour, crystal clear, relatively high carbonation and poor head retention. Even using my fancy Spiegelau IPA glass, which enhances aroma, I can only detect a slight beery aroma. You’d never know Galaxy hops were used. Thinner, less flavour and a lower level of bitterness than Crown Lager. There's a faint sweet malt aftertaste which briefly reminds you this is supposed to be a beer and not sparkling water.

I can see this product line being scrapped in the near future after the public's curiosity has been satisfied and go back to drinking VB… or Crownies if they want to be classy.

 

4/10

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