Matilda Bay’s Rejected Ales were specifically made to drive trial of the Original Ale, disrupting beer drinkers’ path to purchase in bottle stores. This lead to huge acquisitions, with x11 sales increase of Original Ale and stockists up 17%. Additionally, by sending sample packs to journalists and influencers instead of typical press releases, we elicited in-depth coverage about our beers, showcasing Matilda Bay’s beer making credentials, earning over 14million media impressions in two weeks.

Matilda Bay’s award-winning Original Ale is a craft beer that had been in market for a year, but sales and retail distribution were low. With a limited budget, our brief was to create a campaign that would engage the public and trade with our beer-making credentials, ultimately driving sales, awareness and stockists.

It took the Matilda Bay brewers 27 batches to create a beer that met their master brewer’s standards. They called it Original Ale. To promote this perfect brew, we released the almost perfect rejects. Rejected Ales, the best beers you were never meant to taste.

The Original and Rejected Ales were sent to press and beer influencers in custom packs before being distributed in leading bottle stores, allowing the rest of Australia to discover the journey to perfection. With names like ‘Yeah…nah’, ‘Keep dreaming’ and ‘Ballpark’, each of the 27 Rejected Ale cans tells a story of its rejection. They were brought to life in fridges, outdoor, press, film, radio and DM. Rejected Ales were then entered into beer awards, where they won silver. Fitting, given Original Ale won gold the year before.

Original Ale was ‘The Beer That No One Wanted’ — a delicious, ‘Golden Ale’, that was the exact opposite of the crowded market’s current tastes. To cut through, we zagged communication norms. Whereas most ‘craft’ beers tell stories of perfection, ours was a story of rejection. Over many a team frothy, we discovered it took Phil two years and over 27 different batches to create a beer that was ‘right’. Most craft brewers put out dozens of innovations each year, attempting to keep up with changing category tastes and fads. But not Phil. ‘It’s about the beer damnit’ was his refrain. And so it became ours too. We used this to inform a two-pronged strategy;

1. Deposition ‘trendy’ craft beer brands through Matilda Bays credentials.

2. Disrupt the buying journey to shift consumer choice in the moment that mattered most.

Both ultimately attempting to positively shift consumer and supplier relationships.

We turned rejected brews into a consumer product, emblazoning each with the story of their batch’s rejection.

The beers were distributed in leading bottle stores across Australia with a retail promotion that gave away free Rejected Ales with any purchase of Original Ale.

A Rejected Ales DM pack including a brewer’s log, was sent to journalists and influencers, allowing in depth coverage of our process and Original Ale.

All of this let craft beer drinkers explore and taste the journey to perfection; proving the brewery’s craft credentials.

Original Ale sales up 11x.

Stockists up 17%,

+14million media impressions in the first two weeks.

1 satisfied Master Brewer.