Our beer has only 1/3 carbohydrates, so to promote it we decided to operate like a charity, offering to give the 2/3 we weren’t using from each bottle, to people who love carbs the most. Americans.We encouraged people to do their bit by drinking White Stag beer, and then we asked them to tell us online where they wanted to drop the carbs.The more beer Australians drank, the more carbs we could feed to hungry Americans.

The 6-month sales target was achieved in the first 3 weeks, selling over one million Litres of white stag. It was so popular that trade demanded it be made available on tap some 21 months earlier than originally planned. We thought that was pretty good.