Lord Nelson Brewery in Australia 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.
Says Blair Hayden, managing director, Lord Nelson: “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.
Says Gavin Chimes, ECD at Howatson+Company: “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?”
*Disclaimer – If you haven’t reached the ripe age of 35, but think that your mouth is mature enough to appreciate this perfectly crafted and balanced brew, you can join the 35+ crew provided you promise to savour, not skol.
CEO+Founder: Chris Howatson
Chief Creative Officer: Levi Slavin
Executive Creative Director: Gavin Chimes
Head of Production: Holly Alexander
Senior Copywriter: Will Halstead
Senior Art Director: Tom Macphail
Senior Designer: Trent Michael
Producer: Caitlin Perz
Strategy Director: Sam Butcher
Client Partner: Ollie Wearne
Business Director: Madde King
Business Manager: India Clarke
Senior Editor: Kel Gronow
Junior Designer: Eleanor Donley
Studio Lead: Simon Merrifield
Content & Photography: Remy Brand
Client: Lord Nelson Brewery
Managing Director: Blair Hayden