Carlton & United Breweries (CUB) Abbortsford
Developing a physical environment that embodies the craft of beer and reflects the spirit of mateship
The brief: to enhance the experience of the Abbotsford Breweries and create a steadfast alignment with the Carlton & United Breweries brand.
Carlton United Breweries (CUB) are Australia’s leading brewer with a 100+ year heritage in brewing. CUB are one of the most iconic beer companies in Australia with a history dating back to 1824. In 2011, CUB forged with the SAB Miller Group; the second largest brewer in the world.
The Abbotsford Brewhouse has operated as a function venue, merchandise retail outlet and start/finish point for brewery tours for over 15 years. Sadly, the site was considered tired and no longer befitting the CUB brand by fulfilling the expectation of a high impact, high quality experience. E2 was engaged to assess the current standpoint of the Brewhouse and reveal methods to improve customer experience; the aim of the project was to create a world class experience and destination for visitors.
Inspiration was found through a comprehensive research process involving interviews and workshops with CUB staff, walk-through assessments of the existing space at Abbotsford and an organisation-wide survey. It was imperative to create a space that would put the Brewhouse on the map and forge the connection between the site and the brand ethos. This notion activated the driving force behind the new space; to embody the core proposition that beer is the ultimate expression of mateship.