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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. 4 PINES BOTTLE RANGE

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.

ENGLISH COPY“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.”

Pete Ogden, creative director at OddfellowsDentsu said: “This has been one of those dream jobs that come along all too rarely. Not only did the boys at 4 Pines give us the chance to design a product from the label up, we did a six-pack of them.

“This epic story can be consumed in chronological order, so in one session you can savour the evolution of Pale Ale through the centuries. Made to traditional and historically correct beer recipes, we had more than enough reference material to develop the designs, copy and all forms of communication. We wanted every label to tell a chapter of the Pale Ale story that was as well rounded as the beer.”

The creative is also running as point-of-sale within the 4 Pines Brewing Co.

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