It took 27 batches to create a golden ale that met their Master Brewer's mouth's standards. It's called the Original Ale.
To … read moregive the public an idea of how perfectly perfect it is, we released the 27 near perfect rejects, so they could discover the journey to perfection.
The Rejected Ales were made available in stores Australia wide with any purchase of Original Ale.
Each can was emblazoned with its story of rejection; like delicious reject 03, 'Ballpark'. which was just a few hops shy of a home run or mouth-watering failure 'Good... but', golden in colour but not quite golden enough.
We promoted them through a launch film, custom PR packs sent to beer influencers, long form print ads, radio, OOH and even a logbook that documented the entire delicious odyssey.
Matilda Bay Rejected Ales; the best beers you were never meant to taste.
read less...
