Bruers Bright challenges the wisdom of cooked beer

An online video for Pacific Beverage’s new draught beer Bruers Bright has parodied draught beers that are pasteurised before they are served. In the film, which has been posted on social media sites, a creepy barman serves a pint of beer to a bemused punter after cooking it.

“Most beer in Australia is effectively cooked before it is served, which makes it no different to bottled beer,” said Paul Gloster, chief marketing officer of Pacific Beverages. “Our film plays on the abnormality of that, and how Bruers Bright is different.”

The film, created by digital agency tkm9, will run in combination with point of purchase and social media activity.

The new beer was a collaborative effort by Pacific Beverages and members of the trade to create a new category of beer, and has been in the market since October last year. This is Pacific Beverage’s first major marketing offensive for the beverage.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.