The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Creative

Bridge Road Brewers declares independence from Australia

Author

By Shawn Lim, Reporter, Asia Pacific

May 10, 2019 | 2 min read

Victorian craft beer Bridge Road Brewers has declared independence from Australia by creating a beer micronation called Brewland in order to protect the future of Australian craft beer.

The campaign, created by Isobar Australia, is being launched to coincide with the start of Australia’s craft beer festival Good Beer Week.

It invites people to take a stand against multinational corporations controlling Australia’s popular pubs, bars and bottle shops through tap contracts and supply agreements, by becoming a citizen of Brewland.

“We love Australia, but it’s time we did our own thing,” said Ben Kraus, the founder of Bridge Road Brewers and newly appointed president of Brewland.

“Working with Isobar, we have declared our own sovereignty to make sure our beer stays truly independent and accessible. Brewland will be a place where beer and quality come first, and where creativity and innovation can thrive.”

Customers who show their support for independent brewing by becoming a citizen at visitbrewland.beer, will receive a citizenship certificate, which can be taken to the Bridge Road Brewers grounds during Good Beer Week (May 10-19) for a free pint.

Brewland by Isobar Australia

Overall Rating 4/5

Vote now
Creative

More from Creative

View all

Trending

Industry insights

View all
Add your own content +