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

October 24, 2023 9:37

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.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.