On Byron Bay Lager's official history page, Carlton & United Breweries is mentioned 0 times. The brand tells a story of Australian origin while the corporate reality is carefully omitted.
It's not from Byron Bay. It's a CUB product named after a place to borrow its associations.
Byron Bay Beer was created by CUB in 2000 specifically to capitalise on the Byron Bay lifestyle brand without any authentic connection to the town, its culture, or its community.
CUB is owned by Asahi. Every Byron Bay Lager sold flows to Japan.
CUB launched Byron Bay Beer in the 1990s. It has never been produced in Byron Bay.
The Byron Bay Lager brand competes using borrowed place-based credibility against producers with genuine local ties.
The Pass Beer, genuinely local Northern Rivers breweries