Manly brewery 4 Pines Brewing Co launches Pale Ale range with digital campaign
Manly brewery 4 Pines Brewing Co is promoting its ‘Bastard Children of the British Empire’ range of Pale Ale with a digital and social campaign aimed at bringing 200 years of Pale Ale history to life.
The campaign, created by OddfellowsDentsu, sees each Pale Ale in the range of six tell a different chapter of the history of the beer, with the agency also creating the beer’s labels. 
Adrian Lugg, chief of arts and crafts at 4 Pines, said: “4 Pines is really keen to simplify craft beer, to educate beer drinkers and introduce them to the quality they deserve. Craft beer isn’t just about a bunch of bearded, poncy toffs sat around talking about bouquet, it’s about history and process and the final product you see in your glass.
“The Bastard Children of the British Empire encompasses all of these things, it focuses on one particular style in our core range; our flagship Pale Ale, to showcase its breadth, history and evolution. And the nous of our brewers, who were itching to have a crack at it.”
It mentions “Manly brewery” at the start of the article. Are all the beers made in Manly? Or elsewhere?
Hi Truth please,
This is a great question, I believe that ‘Manly brewery’ in the above release is used as a descriptor to put some context around who the hell is being talked about (the growing handful of people that know us think of us as ‘that Manly brewery’ it just makes life easier).
You however seem a lot more clued in than most. You have potentially heard that we also have our very own brewery in Brookvale a couple of suburbs up, we would have loved to have opened this in Manly as well given the opportunity however one look at land prices in Manly and you’d understand why that isn’t so practical.
So to answer your question – we did small pilot brews of each beer in our Manly brewery, if you’ve been in to visit us over the last 6 months you may have seen them on tap at our Manly venue, when it came to brewing the final beers this brew house sadly didn’t have the capacity for such an adventurous undertaking, we brewed all of the beers in our Brookvale brewery, we then had to individually hand pack each beer as we bottled it, after all 6 beers had been bottled (a week and half process) we then had to unpack and re-pack each of the beers into the 6-packs (each one hand folded and hand stickered), it took an army of around 10 people 3 days to complete this mammoth task. All in all you’re looking at around 6-8 weeks brewing and a couple of weeks labour to pack and pull this all together.
We apologise for any confusion and trauma this may have caused over the semantics of the suburb it was completed in, but rest assured the sweat and brewers tears still taste the same.
Love the packaging!
@4 PInes
Well I guess ‘Truth Please’ was a troll and certainly was baiting. So they asked for it eh? Nice reply that one!
Keep up the great work. Please don’t sell out to one of the majors, otherwise, in no time, your brewery will be part of the mass produced fodder. (Can you ever buy a European beer here in Oz these days that was actually brewed in Europe?)
You guys are killing it: grand job!
Nice job Luggy!