Bridge Road Brewers declare independence from Australia
In a world-first, Victorian craft beer pioneers Bridge Road Brewers have declared independence from Australia, creating the first ever beer micronation, Brewland, to protect Australian craft beer.
The establishment of Brewland coincides with the start of Australia’s premier craft beer festival Good Beer Week today. The Brewland campaign was created, built and delivered by Isobar Australia, who have worked with Bridge Road Brewers since 2005.
The campaign invites people to take a stand against multinational corporations controlling Australia’s popular pubs, bars and bottle shops through tap contracts and supply agreements, by becoming a citizen of Brewland.
Ben Kraus, Bridge Road Brewers Founder and newly appointed President of Brewland, said “We love Australia, but it’s time we did our own thing. Working with Isobar, we have declared our own sovereignty to make sure our beer stays truly independent and accessible. Brewland will be a place where beer and quality comes first, and where creativity and innovation can thrive.”
Erik Hallander, Managing Director at Isobar, said “Bridge Road Brewers and Isobar have been friends for a long time and this piece of work has been an awesome experience for everyone involved. Working with Haystac to bring this to life has made it an excellent integrated effort across the network. We’re all pumped to watch Brewland establish its sovereignty over the coming weeks, to champion incredible Australian craft beer.”
The borders of Brewland are open to everyone, with customers able to show their support for independent brewing by becoming a citizen at visitbrewland.beer.
In recognition of their support of Brewland, new citizens receive a citizenship certificate, which can be taken to the Bridge Road Brewers grounds during Good Beer Week (May 10-19) for a free pint.
Founding Mother, Father and Citizens (credits)
Founders, Bridge Road Brewers:
Ben Kraus – Founding Father
Maria Kraus – Founding Mother
Cameron Bird – Marketing Manager
Alberto Talegon – Creative Director
Maurice Moynihan – Senior Art Director Freya Beaton – Senior Copywriter Luke Falkland-Brown – Senior Copywriter
Raffi Martins – Art Director
Tiffany Timmermans – Copywriter Jerun Terlaak – Production Thomas Francis – Client Partner Siobhan Pillai – Client Engagement Director
Nicolas Brosse – Client Engagement Director
Caryn Boyd – Account Manager Tomma Morris – Producer Jon Luscombe – Producer Todd Hannett – Producer Ben Haas – Senior Strategist Bec de Hennin – Strategist Laura Salamito – Associate Strategist Shanil Dissanayake – Developer
For further information contact: Rebecca Mitchell
Strategic Communications Lead T: +61 455 517 807
About Isobar Australia
Isobar Australia is an agency fulfilling brand ambitions with captivating stories, born from creativity and ignited by technology. They solve complex business challenges through digital marketing, ecosystems and products, driving digital strength and brand loyalty. Globally, Isobar has over 6,000 digital pioneers in over 85 locations, across more than 45 markets worldwide. You can learn more about Isobar Australia on their website, LinkedIn and Instagram.