Wine company Casella to ‘crowd brew’ its first beer

Wine company Casella is to produce its first beer, and is asking consumers to help it choose the ingredients.

The Perfect Lager Project, devised new agency AnalogFolk, is a campaign to ‘crowd brew’ the perfect Australian lager.

The first phase of the campaign is a ‘call to arms’ for beer drinkers to download an app to give feedback on every beer they drink. The data will be used to make a lager that will be on the market by June.

Above the line advertising, trade marketing, experiential and PR will support the initial digital push.

“Most other beer brands talk about their heritage, but being new to market, we didn’t have that luxury or inclination. Our aim is to try something different and involve the Australian beer drinker in the process,” Matt Grogan, AnalogFolk’s creative director, said.

Fiona Seath, Casella’s newly-appointed senior brand manager for beer, added: “We have worked in partnership with AnalogFolk on developing a launch strategy and idea that is non-conventional and interactive at its core, however uses conventional channels to bring it to life. It’s going to be a rare opportunity for Aussie beer‐lovers to be involved in the creation process.”

Casella is AnalogFolk’s founding client.

AnalogFolk originally launched as a digital agency, and has already grown to 14 staff. But the agency, run by former BWM planning director Matt Robinson and Tribal DDB creative director Matt Grogan, is now positioning itself as a full service offering.


Creative: Matt Grogan, Tim Bishop
Strategy: Matt Robinson
Technology: Peter Vahaviolos, Toby Vervaart
Production: Ronit Ambarchi, Jake Heath

Design: Chris Jeffree, George Marsden
Community Management: Sophie Broad
Video Production: Engine

Marketing Manager: Libby Nutt
Senior Brand Manager: Fiona Seath
Communications Manager: Kate Bradley
Communications Executive: Gillian Martin


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