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Marketing agency Southpaw launches its own ‘3 Ginger Monkeys’ beer brand

Marketing services agency Southpaw has brewed, branded and launched its own beer brand, ‘3 Ginger Monkeys’.

The beer's flavour contains hints of ginger and sake.

The beer is the first project to be developed by the agency’s Southpaw Hatch start-up development platform, with a number of other projects currently being incubated. The beer was first conceived following an internal competition for teams to create a new and interesting beer with home brew kits, while gaining first-hand experience of the challenges clients face when bringing a new product to market.

Each team were given a month to create, brand and bottle their beer and pitch the final product for the chance to win the opportunity for the beer to be brewed by a local brewery. 3 Ginger Monkeys won based on its innovative branding and unique flavourings, including hints of ginger and sake.

Tom Poynter, Southpaw’s managing director, said: “Agencies need to stay relevant to culture, consumers and societal change in order to benefit their clients. Hatch is one vertical within our business that enables us to do that. It has been designed to bring interesting and curious products to market and we will have a wide range of products going through the incubator. Next up is a charity product and following that will be a game changer for female empowerment.”

3 Ginger Monkeys is to be launched to consumers in independent beer café’s Fuggles on Sunday 29th November to capitalise on Christmas sales and will be sold across a number of restaurant, pubs and bars.

Alex Greig, owner and landlord of Fuggles Beer Café, said: "After a great judging session at Southpaw's HQ tasting some great (and some awful) trial brews, 3 Ginger Monkeys was the stand-out for creativity, branding and overall concept and taste, as well as being a great match with Asian food.”

Southpaw Communications is based in Tunbridge Wells and works with international clients such as Honda, SABMiller, Dunkin’ Donuts, Baskin-Robbins and PZ Cussons.