First undies, then workwear, now beer: Tradie expands portfolio

Aussie underwear and workwear brand Tradie has expanded its portfolio, stepping into the liquor category with a new beer brand, along with a launch campaign from creative agency The Incubator.

The beer “embodies the heart and soul of Australia”, according to Tradie founder, Ben Goodfellow.

The new offering has launched with a creative campaign via The Incubator, featuring Essendon AFL player Sam Draper and pro surfers, Jackson Baker and Matt Wilkinson.

The trio are seen having a classic ‘Tradie-style’ outback adventure – including camping, fishing and enjoying a cold beer.

“Tradie making a beer seemed like the next logical step,” Goodfellow said.

“Since I created the brand in 2010 I’ve always hoped to one day expand the brand into beer. With a huge amount of ‘hard work’ developing our beers we couldn’t be more proud to bring them to the Aussie market.

“We’ve always been about keeping things light, fun, and meeting the needs of our Tradie customers and now they have a beer they can truly call their own,” he added.

The three types of beers on offer

The beers – a zero carb lager, lager and pale ale – aim to celebrate the “enduring spirit of Aussie mateship”.

Creative director at The Incubator, Kyran Docker, said: “With the launch of Tradie Beer, we wanted to go back to fundamentals: the red dirt under our feet, the cold beer in your hands, and the mates by your side.”

The campaign will roll out over summer.


Client – Tradie
Tradie founder – Ben Goodfellow
Tradie brand manager – Simone Hyde

Creative agency – The Incubator
Managing director – Jeremy Walsh
Creative director – Kyran Docker
Copywriter – Sean Brisbane & Sophie Hanlon

Production company – Truce Films
Director – Nicholas Clifford
Head of production – Mike Ciccone
Producer – Jess Langley
Production manager – Logan Davies
DOP – Joel Betts
Offline/online editor – Marty Gilchrist, Puffin Post
Grade – CJ Dobson, Moodlab
Post sound – Rob Stephens, Squeak E Clean


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