How did we get Aussies to punt our South African beer? Simple. We went to Newlands and asked them.
The Newlands Spring Brewing Co. put together a clever plan to get South Africa’s “greatest rivals” to punt their beer.
South African Breweries (SAB) opened it’s doors to microbrewery in 2015 using the Mariendahl brewery on the property, a national monument, and re-established the smaller plant to its original use – which is to brew great crafty beer.
“Our craft beers use only the finest water from the original source of the Newlands Spring; to this day the legendary mountain water still bubbles up, crystal clear and pure as ever. It’s why our taste has been trending for centuries.”
Once exclusive to the tap, Newlands Spring Brewing Co. is now available in bottle, and can be found chilling in fridges all over the Cape and in Australia… for their hilarious launch.
The team hatched a plan where they set up a promotion in Newlands in Australia promoting a beer made in Newlands. They just forgot to mention that the Newlands that the locals were celebrating was in fact in South Africa.
“In the world of rivalries, few are as intense as South Africa vs. Australia. Which is why we went down under, and got Aussies to tell us just how much they love Newlands Spring Beer. How? By forgetting to mention one tiny detail. That Newlands Spring Beer is made in Newlands, South Africa. Not that Newlands in Australia.”
All the Australians who tasted the South African beer loved it… they really, really loved it. Until they were told that the beer was in fact from Newlands in South Africa.
Their opinions changed slightly but luckily their first reactions were caught on camera for the whole of South Africa to watch again, and again.
And Newlands Spring Brewing Co. have a new slogan to use: Australian Approved… sort of.
Watch the video below:
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