Gone are the days when ordering a mid-strength beer was met with a few sideway glances at the bar. Now it’s becoming the go-to choice at pubs and BBQs around the country. Like Australia, Carlton Dry 3.5% is embracing the mid in more ways than one. We wanted to tap into this cultural shift on beers and fashion to make work that gets Aussies talking at the pub, and if that means we need to show a bit of mid riff then so be it.