Media Release
Matilda Bay’s hot new look hits fridges this summer
Everyone wants to look their best for summer and Australia’s original craft brewer, Matilda Bay Brewing Company, is unveiling its own fresh new look that brings the Fat Yak, the Beez Neez, the Redback and the rest of its craft brew family closer together.
Designed by Cowan Design the packaging will celebrate Matilda Bay’s history with the original Matilda Bay copper kettle front and centre; the heart of the brewery when it first began in Fremantle in ’84.
Jamie Fox, Matilda Bay Marketing Manager says the new look is about educating beer drinkers on the Matilda Bay family tree of brews, and its heritage as Australia’s original craft brewers – est. 1984.
“We’ve been chatting to beer drinkers and it became obvious pretty quick that they know Fat Yak, they know Beez Neez, they know Redback but they haven’t made the connection that they all share the Matilda Bay family name, so haven’t taken the chance to get to know some of the other beers.”
All the brews will now proudly sport the same neck label on the bottles and a matching brewery backdrop on the clusters and cartons, but will still be known by their first names like Fat Yak, Helga and Dogbolter.
Rob Riley, Cowan’s Creative Director said that “It was important to balance the unique personality of each of the products – which consumers know and love – with the brewing credentials of the brand.”
Drinkers will first become acquainted with the spiffy new look through the release of the newest Matilda Bay family member – Minimum Chips – an easy drinking, hand-cut golden lager, that will initially be available through Woolworths Liquor, Safeway Liquor, BWS and Dan Murphy stores from early November 2012.
Following Minimum Chips, the new look will roll out for the rest of the Matilda Bay range from late December 2012.
The Matilda Bay family includes some of Australia’s favourite craft beers including the full-flavoured and award-winning beer lovers’ beer Alpha Pale Ale, the smash hit North American style pale ale Fat Yak, the honeyed wheat beer Beez Neez, the benchmark of Australian wheat beer Redback, the salute to Oktoberfest lagers, Helga, the crisp and golden Bohemian Pilsner, classic Munich style dark lager Dogbolter, and the crochet apple cider queen, Dirty Granny – it’s a ripper.
To become a fan of Matilda Bay visit http://www.facebook.com/MatildaBayBrewingCo or follow Matilda Bay on Twitter @MatildaBayBeer.
At last they listened!
The ridiculous names though aren’t cute, and do not represent the beer perhaps (Dirty Granny is the exception)
And how about the golden lager only being sold to Woolworths?….. Is this representative of the approach SAB/Miller is taking toward traditional outlets?
The corporations are jut controlling every facet of the industry and to me this is indicative of the future….
Maybe I’m being a pessimist?
It doesn’t say that Minimum Chips will only be sold through the Woolworths’ owned-outlets. It simply says “initially”. Getting the beer into an enormous chunk of the market from the outset is good business sense.
I do find it odd to see “hand-cut golden lager” reported without any ‘air-quotes’ or capitalisation of “hand-cut”, which is clearly just a gimmicky pun rather a description of any known beer style.
The name ” minimum chips” tells me there is bugger all ingredient in the beer. Don’t we already have plenty of tasteless beer? Oh how silly of me, it is a Miller with a different label. Next we will have “clear beer” The Americans had that one some years ago as well. It was clear and devoid of anything like taste.