Little Creatures launches home brewing masterclass

Little Creatures is offering home brewers a masterclass hosted by its team of experts. Brewers will be challenged to create a beer meeting the Fremantle Beer Fest brief, and winners will feature as a Little Creatures limited release on tap at the festival.

The campaign concept was developed in collaboration with 72 and Sunny, one of the agencies on Lion’s creative roster.

Registrations for the masterclass opened on 2 May, International Home Brew Day, available to only 1,000 people. The first masterclass will take place on Thursday 7 May.

Russ Gosling, head brewer at Little Creatures Fremantle, said being stuck at home was the perfect opportunity to come together.

“This kind of opportunity doesn’t really come around very often. It’s something I would have absolutely jumped on in my early brewing days. Having the opportunity to develop a beer at home that will end up being enjoyed by beer lovers at the Freo Beer Festival, well, it doesn’t get much better than that as a home brewer.

“There is a fantastic culture among Australia’s home brewing community, and given we are all stuck at home at the moment, we thought it’d be great to bring brewers together from all over Australia to share some tips and tricks.”

Something good may well come from lockdown, he added.

“The team is really excited to hold a series of exclusive live masterclasses on how to make the perfect brew and collaborate with this fantastic community of craftsmen and women.

“If something good comes of this period – hopefully it’ll be some budding craft brewers and some fantastic new beers. With more time to test and experiment with brew kits, this could lead to a real home brewing renaissance.

“Our innovation team will challenge masterclass members to design a beer which will go on to become a Little Creatures limited release – a fantastic opportunity to brew a beer at scale and share it with the masses.”

Stacey File, event director for Fremantle Beerfest, said the initiative was a once-in-a-lifetime opportunity.

“As Beerfest organisers and craft beer enthusiasts, we are personally excited about this competition for a passionate home brewer to get the once-in-a-lifetime opportunity to have his or her beer brewed by Little Creatures and showcased as the limited release at Freo Beerfest. What a great way to share their beer and unique story with thousands of equally passionate beer lovers. We are proud to support and celebrate the spirit and lively community behind Australian craft beer and to work closely with one of Australia’s most iconic and celebrated breweries, Little Creatures, as our major partner.”


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.