When I first read the media release below I have to admit I thought that Malt Shovel were planning to erect a statue to Chuck Hahn, but no – you could be the beer hero immortalised in bronze.
The beer itself may not be the most creative brew to come along in recent years, but erecting a statue in honour those who participated in its creation is certainly novel. It also shows how you can market yourself when you’ve just cashed a cheque for $46-million.
I’m not sure how my neighbours would feel about me erecting a ten foot statue of myself on the nature strip, but that is being offered as a prize for contributing your thoughts to the Arvo ‘you decide’ campaign.
Although it is nominally for those who voted in the campaign, which has now closed, we understand that if you register you still have a chance to get yourself etched in bronze and crapped on by pigeons, or have your name etched into the base at the very least.
Beer hero to be immortalised in bronze as a monument to brewing history
Casella brewery kicks off nationwide search
To honour the Australians who took part in creating ARVO, Australia’s first crowd-sourced beer, Casella will immortalise one lucky beer hero in bronze statue form.
Standing 10 feet tall, the glorious bronze monument will symbolise the collective intelligence that helped to make Casella’s first lager – a premium beer designed by Australians, for Australians. The bronze tribute is set to make the perfect addition to one lucky person’s backyard, balcony or hometown.
While only one beer aficionado will have the chance to be sculptured in bronze, everyone who took part in the ‘Perfect Lager Project’ will have their names engraved on the base of the statue and go down in brewing history as one of the makers of Australia’s first crowd sourced lager.
The journey of Australia’s Perfect Lager began in April this year with Casella’s ‘Perfect Lager Project’ – a mission to discover what flavour profiles appealed the most to beer drinkers in order to help brew a lager Australians would love.
An iPhone app collated feedback from over 3,000 beer lovers across the country; however public opinion was split, resulting in Casella launching two ARVO lagers, each with a different flavour profile. In June, Casella called upon Australians to sample the brews and decide which brew should make the final cut via voting at www.arvobeer.com, with almost 6,000 Australians going online to make their choice.
Casella Managing Director, John Casella, said, “Everyone that took part in the Perfect Lager Project and who went online and voted for their favourite brew, helped us in our quest to create Australia’s perfect lager. This is our way of thanking everyone who participated and making sure that their work in developing the country’s first crowd sourced beer is suitably recognised.”
For the chance to be immortalised in bronze as a co-creator of ARVO, visit www.arvobeer.com/beerhero. Enter the barcode from an ARVO bottle, follow the prompts and enjoy knowing you’ve been part of brewing history.