/ Murray's Brewing Co.

The beer that has Novocastria written all over it

Launching a beer brewed for our own backyard

  •  / Concept
  •  / Production
  •  / Social

After being appointed the new creative agency for the award-winning Murray’s Brewing Co., we went straight to work on the brewery’s top-secret project – a beer brewed exclusively for the people of Newcastle.

Available only in selected bars and bottle shops within the 262km border of the city limits, our approach to launching the new brew was to make the advertising feel as exclusive as the beer itself.

Looking for beer in all the wrong places

The Great 262 Beer Hunt was launched just before Australia Day 2019 to start the festivities early. It took a keen Novocastrian eye to find the prize and a keen thirst to enjoy it.

Helping launch a beer for the best place on Earth

As part of an ongoing content series, we started with a session at Sawtooth Studios with local band Split Feed. With some of the big things we’ve got in the works for this brand in 2019, the city of Newcastle is going to feel like 1997 all over again.