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Merlins Beard
PACKAGING | BRANDING | CAMPAIGN
Australian Beer Industry
Aussies love beer, with over 9 million drinking it and almost 7 million consuming it weekly. 85% of beer consumed in Australia is locally made, contributing around $16 billion annually to the economy. Craft beer holds a 6% market share, totaling nearly a billion dollars yearly. Craft beer packaging traditionally features bright & and vibrant colours with eccentric illustrations, and although may stand out on their own - often find themselves camouflaged amongst their rivals.
Merlins Beard—Brand Creation
Merlins Beard stands out in the competitive market by introducing innovative packaging—combining a schooner and a bottle for dual drinking. This idea emerged during COVID lockdowns to recreate the pub experience at home. Drinking upside down allows for increased aeration, enhancing the beer's taste. The logo, featuring Merlin and a rabbit, cleverly represents both sides of the packaging and the beer's hoppy nature, encapsulating the tagline "nice & hoppy."
LIFE
LAGER
THAN
Pub-style
BEER
Anywhere
YOU GO?
Leavable
Un
BEER
Cheers!
BIG EARS
Campaign
SOMETHING WORTH DRINKING FOR | LETS FLIP CAMPAIGN
Something Worth Drinking For!
Merlin's Beard recognizes that beer production typically generates substantial waste throughout its various stages, from initial production to packaging. Additionally, it demands excessive water usage and substantial electricity consumption. On a social level, alcohol abuse profoundly impacts numerous Australians and can contribute to incidents of violence. With the mission statement 'To create a greater positive impact on the surrounding community, environment, and people involved than before we started, and have fun while doing it!' The 'Something Worth Drinking For Initiative' comprises embedded principles and practises aimed at aligning the brewery with its mission statement, which focuses on fostering positive change.
Let's Flip—Campaign
As an integral part of the brewery's 'Something Worth Drinking For!' Initiative, the 'Let's Flip' Campaign extends over 6 months per organization, actively tackling diverse social and environmental issues in Australia. Through specially marked limited edition batches, it aims to elevate awareness and generate funds for partnered organizations. The concept behind the campaign utilizes reversible packaging, encouraging consumers to help 'flip' social issues 'on their heads'—both literally with the bottle and through contributions of funds with each sale, as well as raising awareness through education.
20,000 children across Australia endure substantiated cases of alcohol
related child abuse.
Domestic Violence Australia
Annually, over 70,000 Australians fall victim to alcohol-related assaults, including 24,000 cases of domestic violence. Additionally, around 20,000 children in Australia experience substantiated alcohol-related child abuse. Weekly, more than 100 Australians die and over 3,000 are hospitalized due to excessive alcohol consumption.
The 1800 Respect service operates 24/7, providing support to those affected by sexual assault, domestic or family violence, and abuse. Funds raised from our special batch campaign will aid victims and combat the prevalence of Domestic Violence in Australia.
Recognizing the irony of alcohol's significant role in these issues, we're committed to giving back and making a positive impact on the cause!
Domestic Violence Ale 0%
Merlin's Beards 0% Tolerance 0% Alcohol beer is delicious in every way. It boasts the same fantastic taste and color as the other ales, minus the alcohol - not a bad compromise, right? Especially when $3 from every beer sale supports victims of domestic violence. That's an even better compromise!
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