Lord Nelson Brewery has partnered with Howatson+Company to officially reserve consumption of Three Sheets Pale Ale to those who can truly appreciate it; people with mature mouths, aged 35+.
With the rise of the shoey, fruity sours and beer-cocktails, more and more young people are failing to appreciate the refined flavours of well-crafted beer, forcing Lord Nelson Brewery to implement this protective measure.
Lord Nelson managing director Blair Hayden said: “For 30 years we’ve focused on creating quality beers that are refined and well-balanced. Three Sheets Pale Ale remains our flagship brew and is testament to being true to ourselves and not following trends and “in” styles.
“While our decision might affect sales, we know that Three Sheets customers are loyal, and until the young ones cut their weird drinking habits out, it’ll be reserved for the over 35s.”
Lord Nelson Brewery’s new drinking age labels can be found in pubs and bottle stores around the country- on taps, cases and six-packs. The campaign is supported across press, OOH and PR.
Gavin Chimes, ECD at Howatson+Company, said: “This campaign is all about connecting with drinkers at the moment of purchase. For craft beer lovers over 35, it’ll drive loyalty. For those under 35, it’ll drive intrigue. After all, what better way to make someone want something than by telling them they can’t have it?”
The campaign can be viewed here.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.