New Zealand brewery Monteith asks the US Embassy for its seal of approval

Monteith asks the US Embassy for a seal of approval for its American Pale Ale

New Zealand brewery Monteith is asking the US Embassy for an American Seal for its Patriot American Brew Pale Ale.

The brewery said that a lot of beers and drinks strive for awards and seals but with its Pale Ale being inspired by the American way, the American seal was the only recognition it strove for.

The brand has created a letter and video, with the hopes of getting the seal from the ‘closest America they could find’, the Wellington-based American Embassy. The letter has been printed in newspapers and a billboard with the request has been placed outside the embassy.

Sean O’Donnell, marketing director at Monteith’s Brewing Co., said: “It’s ambitious, but we feel if any brew has a chance at wearing the official American seal, it’s Monteith’s Patriot APA.”

The campaign has been created by Monteith’s agency Colenso BBDO. Media buying for the campaign was carried out by Dentsu Aegis Network.

Dan Wright, executive creative director at Colenso BBDO, said: “It’s a seriously American Pale Ale,” whilst, Colenso confirmed, wearing nothing but an Uncle Sam hat and matching speedos. The agency also said that America was not available for comment at the time of publication.

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