It took the Matilda Bay brewers 27 batches to create a beer that met their master brewer’s standards. They called it the Original Ale. To promote this perfect brew, we released the almost perfect rejects. Rejected Ales, the best beers you were never meant to taste. 

With the Matilda Bay brewers, we re-brewed the rejected batches of beer so the public could taste the journey to perfection. From hop ratios to alcohol levels, product naming to packaging design, we created an entire range of new beers. Despite being delicious, they were still failures. Which was exactly the point. As the better they tasted, the better they promoted the award-winning Original Ale. With names like ‘Yeah…nah’, ‘Keep dreaming’ and ‘Ballpark’, each of the 27 cans tells a story of its rejection, brought to life in fridges, outdoor, press, film, radio and sample packs for journalists. Rejected Ales and Original Ale were distributed in leading bottle stores, allowing Australia to discover the journey to perfection. 

Note:

Founded in 1983, Matilda Bay is Australia’s first craft brewery. Its founder and master brewer Phil Sexton, is widely known as the godfather of craft beer.  His commitment to perfection at all costs is legendary.