Little Creatures launches Little Home Brewers

7 May 2020

Advertiser: Lion
Creative Agency: 72andSunny

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The beer brand collaborated with 72andSunny and Akcelo.

Little Creatures is calling on home brewers around Australia to dust off their home brew kits for the chance to turn their little brew into something much bigger.

As a respected name in craft brewing in Australia, Little Creatures is sharing its love of brewing with the broader craft beer and home brewing community during this period of virtual connection and staying home.

To coincide with International Home Brew Day on May 2, Little Creatures launched Little Home Brewers to give home brewers Australia-wide the chance to be involved in a series of masterclasses, hosted by its team of brewing experts.

This will culminate in an opportunity for one home brewer to take their recipe to the hallowed halls of Little Creatures Fremantle for a full brew experience and their beer featured as a Limited Release on tap at Fremantle Beer Fest.

Little Creatures collaborated with 72andSunny to develop the concept, successfully turning people’s spare time into beer time.

Akcelo has supported Little Creatures in bringing the socially-driven campaign to life.

Russ Gosling, head brewer at Little Creatures Fremantle, says some of Australia’s finest brewers learned to brew using home brew kits.

“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!" Gosling says.

“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.

“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.”

The winning home brewer will receive an all-expenses paid weekend with a mate in Fremantle for a VIP tour with the Little Creatures brewing team, and tickets to see their beer on tap at the Fremantle Beerfest.

The beer will then be available to the public on tap at Little Creatures Fremantle and Geelong.

“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," Fremantle Beerfest event director Stacey File says.

"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.”

Credits
• Brand Manager – Emma Lovett
• Assistant Brand Manager – Jill Bourke
• Agencies – 72&Sunny and Akcelo

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