Cascade is Australia’s oldest working brewery with real craft brewing credentials but it's currently only known for a couple of its mainstream beers. So, we sought to take Cascade back to its rich heritage, and position it as the authority on beer.The Cascade brewers are beer lovers first and foremost, driven by taste buds not marketing, so we invited them to create the ultimate beer bible.

The result was ‘The Brewer’s Nose’, an iPhone app that details the style, taste and heritage of over 500 competitor beers - all of which you can access by scanning the barcode.

The Brewer’s Nose was launched alongside the new brand positioning ‘Brewed By Feel’; complete with TV, print and a new website. But with only a very limited amount of direct media drivers for the app, we had to rely on PR.

After a chance encounter with a leading journalist at a pub, the app soon featured in the biggest newspaper in Australia, before it even launched.Rave reviews followed, from bloggers and magazines, with the beer loving community praising this new beer-drinking platform across social networks.

In the first week of launch it featured in the Top 25 free lifestyle apps in the iTunes app store, and after thousands of downloads maintains a 4 star user rating. A total of 17,858 beers have been scanned so far with over 2,000 tasting notes submitted.This is set to become a real usable platform for Cascade in the future, complete with promotions and a huge social element.

But, at the end of the day, it’s all about the beer.