Victorian craft beer Bridge Road Brewers has declared independence from Australia by creating a beer micronation called Brewland in order to protect the future of Australian craft beer.
The campaign, created by Isobar Australia, is being launched to coincide with the start of Australia’s craft beer festival Good Beer Week.
It 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.
“We love Australia, but it’s time we did our own thing,” said Ben Kraus, the founder of Bridge Road Brewers and newly appointed president of Brewland.
“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 come first, and where creativity and innovation can thrive.”
Customers who show their support for independent brewing by becoming a citizen at visitbrewland.beer, will 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.
: 'Brewland'
Freya Beaton – Senior Copywriter
Luke Falkland-Brown – Senior Copywriter
Jerun Terlaak – Production
Thomas Francis – Client Partner
Siobhan Pillai – Client Engagement Director
Tomma Morris – Producer
Jon Luscombe – Producer
Todd Hannett – Producer
Ben Haas – Senior Strategist
Bec de Hennin – Strategist
Laura Salamito – Associate Strategist
Shanil Dissanayake – Developer
