Yeastie Boys creates 'Blokequet' via VML

By AdNews | 21 November 2023

When people hear that most men will receive their first bunch of flowers at their funeral, it makes them stop and think.

To promote positive mental health and encourage more open discussion between mates, Yeastie Boys – the world’s smallest multi-national brewery located in New Zealand – has partnered with VML to make a drinkable bunch of flowers called ‘Blokequet’.

In a country like NZ where self-harm among blokes is too high, Yeastie Boys sought out to give men a reason to socialise over a beer; to really connect and talk with each other.

Blokequet is being sold as a limited-edition release. The new drinkable bunch of flowers – brewed with earl grey blue flower – is a 2.5% pale gold, with a scant bitterness and explosion of ‘floral’ tropical and citrus fruit flavours.

Each and every can sold is also a donation to the I AM HOPE foundation, supporting the youth of NZ and the leaders of tomorrow.

Joshua Sanford, Yeastie Boys general manager, said everyone knows men need to open up to their close mates - but showing up with a bunch of flowers isn’t the typical thing to do.

"Showing up with some beers and having a chat is. What we love is that the Blokequet doesn’t just start meaningful convos, it also supports the important I AM HOPE Foundation,” he said.

The Blokequet is available at selected bars and liquor stores, and until supplies run out, will also be sold in a traditional bouquet-style arrangement (but with beer instead of flowers) to be shared with the friends.

Kim Pick, executive creative director, VML (Aotearoa NZ), said many wonderful partners have stepped forward to rally behind the Blokequet launch to get men checking in on each other and to raise awareness and support for men’s mental health via the I AM HOPE Foundation.

"We can’t thank them enough – and are so pleased to see this ‘drinkable bunch of flowers’ sparking conversations nationwide," said Pick.

I AM HOPE founder, Mike King, said the reality is, most men in NZ socialise over a beer.

"That’s when they will really connect and talk with each other, so it’s a really big opportunity for us to start encouraging those kōrero to include mental health," said King.

"The Blokequet is the perfect icebreaker for initiating these conversations. And it doesn’t have to be a really serious talk. It can be as simple as asking your mate if they’re OK.”

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