To celebrate the venues and people who help keep Victoria’s pub culture alive, Carlton Draught has launched a state-wide search for Victoria’s Most Legendary Pub.
The winning pub will be immortalised in the spectacular 60-metre wide mural on the historic Abbotsford Brewery in inner-Melbourne, honouring the characters, stories and traditions that have defined Victoria’s legendary pub culture for generations.
Spanning sport, music, comedy, television, film and entertainment, the mural towers almost 10 metres high and 60 metres wide. It brings together an all-star line-up of figures who have helped shape Victoria’s cultural identity, including Jonathan Brown and G Flip, and is located on South Audley Street, Abbotsford.
But not only is Carlton Draught giving one legendary Victorian pub the chance to join them on the wall – the loyal customer who nominates them will also be painted onto the mural and into Victorian history.
Sharing excitement on the iconic pub search, Carlton Draught marketing manager Jessica Johnson said pubs are woven into the fabric of Victorian culture.
“Victoria’s pubs have a special way of becoming part of the stories we tell about our lives. They’re the places where friendships are forged, traditions are passed down and everyone seems to know your name,” said Johnson.
“With this search, we want to shine a light on the pubs that have become true icons in their communities, and the publicans, bartenders and locals who give them their character. There are thousands of pubs across Victoria, but only one can claim the title of Victoria’s Most Legendary Pub. We can’t wait to see which pub Victorians believe deserves a permanent place on the Abbotsford Brewery mural, alongside some of the state’s most iconic and celebrated figures.
“We’re inviting Victorians to come down and experience this incredible piece of art for themselves, and put their knowledge of Victoria to the test by seeing how many of the legendary figures on the wall they can name.”
The winning venue will receive a dedicated section within the brewery mural, with its façade, publican and local characters potentially featured as part of the artwork. The venue will also receive some bonus kegs of Carlton Draught to celebrate the achievement with its community.
TV presenter and former AFL player Jonathan Brown said every Victorian has a pub that holds a special place in their heart.
“Whether it’s where you watch the footy, catch up with mates or celebrate life’s big moments, pubs are woven into the fabric of Victorian life,” Brown said.
“It’s great to see the people and places that make our pub culture so special being recognised in such a unique way.”
Australian singer and songwriter G-flip said “When I’m asked what I miss the most about living away from Australia my honest answer is family, friends and Carlton Draught. I grew up with my dad and family members drinking Carlton and it reminds me of going to footy games, going to the pub with mates, holiday celebrations and it reminds me of home. I’m honoured to be included in this lineup of legends in this mural and to be involved with the celebration of Carlton Draught.”
Painted by Mongolian-Australian muralist and fine artist Heesco, he said, “The mural was designed to capture the people, places and stories that make Victoria unique.
“Every face on this mural tells a story. It’s been a privilege bringing together people from different industries and walks of life who have each left their mark on Victoria’s culture.”
Victorians can nominate their favourite pub at carltondraught.com.au/nominate-your-pub by sharing 50 words or less and telling on why their pub is legendary to them. The best entry for the winning pub will feature on the mural, win a year’s supply of Carlton, and a $200 Carlton merch voucher.
Nominations close on 2nd November.
The mural is located on 24 South Audley Street in Abbotsford, Victoria and spans 8.8 metres high and 60.8 metres wide.
