The great Ozzie Sunday (as we call it Down Under) quite often consists of a beer and a barbie either round at a mate's, down at the beach, or in the local pub—and according to Fosters, the owners of many a branded beverage, the preferred choice of amber brew is Carlton Draught.

Just like the beer it represents, the website of Carlton Draught is simple, uncomplicated, and extremely refreshing, considering the extent of and rivalry with its competition. It's also somewhat piquant, what with its online version of "Thinking Caps" (the traditional trivia game that resides under every bottle cap) and the incredibly pointed "Boardroom Bingo," which is sure to resonate with anyone who's ever attended a lame corporate symposium. For the real coup de grace however, visitors to the Carlton Draught website should look no further than the current "Flashbeer" TV campaign, which consists of a priceless video of your typical beer-guzzling male, who's only hope of achieving his lifelong ambition of working at the Carlton Draught Brewery is to appeal to an impersonal panel of interviewers through the power of dance—quod erat demonstrandum!

Elsewhere on the website, viewers can learn how to pour the perfect glass of beer ("in case they've been living in a house full of old ladies"), understand what "lacing" means (it's the rings formed at the top of an emptied glass of full-bodied brew), come to terms with the "rules of drinking beer," and take a sneak peak at "the magical beer-making process." The relationship between beer and football (that's the Australian Rules variety) is also explored from a drinker's perspective, as is Carlton Draught's commitment to the sport of horse racing.

Because of the simple nature of Carlton Draught's site and the affinity that it has with the brand it represents, it is difficult to be critical of its undemanding culture and the ease of which the content and technology are blended together. That said, however, one can't help feeling that by making the portal's FAQ link straight to the Fosters website, an opportunity has been missed to inject even more personality into the user experience, while the introduction of some community-based components would also help to improve the level of interaction.

Taking those minor points aside, the web proposition of Carlton Draught is an excellent demonstration of online branding because it gets the basics right. Its major strength is honesty; therefore, it can't be accused of being either superficial or insincere, which along with arrogance and pretentiousness, fulfill most of the main characteristics that beer drinkers despise. To that end, the website also has a prominent link to the Australian government's information site for alcohol under the heading "Enjoy Responsibly."

In many ways, Carlton Draught's site is a reflection of all things Australian. It believes in itself by the bucket-load and has absolutely no intention of suffering fools gladly—save for Kevin Cavendish, the fictional character whose pursuit of a career at the Carlton Draught Brewery has entertained the entire Ozzie nation.

While visitors may never land a job at the brewery, at least they can satisfy their Carlton cravings on a website as full-bodied as the beer itself.