Marketing to Melbourne Hipsters- The story of Nelson Beer

This is a story of multi-national chasing down the elusive Melbourne Hipster market.

In December 2008, beer Goliath Foster Group decided to take on the unattainable beer drinking market of the Melbourne Hipsters. They hired their brains, Gen-Y focused agency The Taboo Group. They were set to work on creating a lifestyle beer brand for this fickle market.

Their first move caught the Hipsters by surprise, Taboo dropped white cooling containers (normally used to transport human organs) into influential media and creative offices across Melbourne. The coolers had no description on them just the beer inside. It created chatter and hype about the beer. They then went back to these people asking how they could make it better and on the naming of the beer?

Then it was time for a big reveal, they got some shit hot designers (Sonny Day and Biddy Maroney) to come up with the design on the bottle and they threw a party for the launch.

The beer was then released in a small section of hipster bars (the likes of Revolver, Mr Wilkinson, Electric Lady Lounge, Trunk, Nevermind, Windsor Castle).

In the latest chapter, they have teamed up with local/international band The Temper Trap to come up with a limited edition bottle design.

Finish this sentence

In December 2009, Nelson beer will......


Julian Cole said...

In December 2009, Nelson beer will expand into the Sydney market after partnering with the Sydney Bicycle Film Festival.


jefske said...

in 2009 Nelson will be found in a load more Galleries and 'hip' venues... and most likely resting in a lot of kids' subconscience who have even been hanging or have friends who have frequently visiting these fine establishments.

there are loads of brands who have tried to achieve this status in the market, it is not an easy task.

Tiger beer has done well with their art driven initiatives globally - Asahi has done pretty well by partnering with Monster children Gallery and create shows from the partnership and of course the booze at the show is a pretty sweet sampling experience.

Nelson x Taboo sounds like a beautiful thing

At the end of the day, the beer should taste good and a nice concept that involves your target demo's interest presented in the right place should be a good launching pad for a new brand - hipster or not.

Anonymous said...

In December 2009, Nelson Beer will develop an iPhone app that homes in on bars and events serving the beer.

In December 2009, Nelson Beer will be found to prevent Alzheimers due to its Turmeric content.

In December 2009, Nelson Beer will snidely laugh "Haa Haa" in reference to the Simpsons character namesake.

It will be a big month for Nelson Beer...

Ben Shepherd said...

drunk by hipsters when they get it for free but never actually exchanged for money.

haze said...

In December 2009, 95% of hipsters will know that Nelson's is made by Fosters and will stop buying it.

I don't know much about hipsters, but I'm fairly sure they don't want to be sold beer from Fosters.

I was at one of the places that sell it the other day, and I ordered a beer:

Me: 'I'll have a beer thanks, what do you guys have?'

Hipster barman: 'Boags and Nelsons.'

Me: 'What's Nelsons?'

Hipster barman: 'It's made by Fosters. You can only get it a few places.'

Pretty good work by Taboo, though.

AKTIFMAG said...

It may go the way of Empire...remember that beer? It was a trendy beer, street press and rock posters.

All hair gel.

Ben Shepherd said...

AKTIFMAG - before Empire there was G beer ... remember that one? About 9 years ago ... it had Guarana in it ... it sponsored all the cool techno parties and stickered Chapel St and Toorak Rd (inspired by Ecko no doubt). I think they sold about 2 cases Australia wide.

Red Stripe had a bit of cash a few years back and sponsored graff exhibitions and things at Revs etc and for a while people probably remembered their brand.

Anyway - when you're old enough you've seen these alco companies try the same old tried and tested failure methods to market. It seems the textbook thing is grab whatever is cool at the time and try and make the cool kids like you by throwing all these booze ups where club promoters, club sluts, drug dealers etc all turn up and drink your bar tab.

it's difficult to sustain being cool especially when you buy the tag. Jager has done well the last few years but I'd argue it has nothing to do with their events and alliances ... it's just jager bombs became like, totally bodacious dude!

the work seems novel and interesting but based on history will be forgotten as soon as the hangovers pass.

Age said...

Interesting post. If you want to see how and why hipsters drink beer, have a look at PBR especially in places like Portland, OR. It's less about design and bullshit like that as opposed to price and availability > linked to a sense of loyalty.

Personally, im not sure this strategy by Fosters is going to pay off at all. I don't think the hipsters will shun it because it's made by Fosters... it'll be because the FEELING that the whole process all seems a little too contrived (and clean) in my opinion. Even down to some of the bars you mentioned... Electric Lady Land? Windsor Castle? If I wanted to speak to muzzas and polo wearing jocks maybe, but influencers, they dont drink here.

In December 2009, Nelson beer will be available in every bar in Melbourne because Fosters won't have the balls to stick with their original strategy (Toyota Scion FTW!) and will prefer to go for sure buck.

Zac Martin said...

In December 2009, Nelson beer will give me a nasty hangover.

Good post and good beer. More case studies please Jules.

Daniel Oyston said...

In 2009, on the 21st of August to be precise, Zac Martin and Oyster will drink some Nelson beer ... Zac won't remember any of it.

In December 2009, Nelson beer still won't be in Canberra.

BTW - aren't hipsters a type of jean? :)

Roger Lintzeris said...

Melbourne Bitter is the 'new' cool.

...and the Temper Trap are awesome.

'Nuf said.

Ben Shepherd said...

is goon still cool?

general question - do the general public notice these hip venue sponsor initiatives or are they too busy getting wasted/trying to get laid/spewing in the dunnies like everyone else?

Kruppy said...

In December 2009 Nelson beer will be re-launched on a Thursday night at Se7en nightclub. One last breath for the marketing manager trying to save the brand by spruiking it to the 'new generation of influencers' Oh no!

Anonymous said...

In December 2009 Nelson beer will... sitting next to FIJI being touted as the solution to the water crisis, climate change and idiotic politicians.
...launch a limited furniture line a la Veuve Clicquot. dubbed the thinking person's way to stop thinking.
...only be available to people certified to own a loft, or an 'outside room'.
...launch a low-carb cranberry flavour in time for Christmas.

In December 2009 a whole lot of bloggers will realise that Nelson beer took a similar strategy to the one they suggested on an insightful blog post by Julian Cole.

Dawg said...

In December 2009, Nelson beer will...

hear that you like subcultures so Nelson will put a subculture in your subculture so you can set trends while you trend.

Jill Diane said...

In December 2009, Nelson will be bracing for the first true test of sales over the Summer/Christmas prime drinking period.

Agree with many of the above comments. Nice work by Taboo but even hipsters need a worthy product to splash coin on. Taste > design. Proof will be in the pudding I guess. Cool post.

AKTIFMAG said...

@ Ben Shepard....

Don't remember G, all though I remember Ecko's saturation of anything cool.

Ecko's Australian marketing arm = [If I could do the 'oops' emoticon it would be here right now.

AKTIFMAG said...

oh and I splet ya name wrong...sorry farken

Alex of Melbourne said...

Yep, in 2009, as in 1976-2008, Melbourne hipsters will continue to drink Melbourne Bitter and cheap wine. Fosters, realising the market they want is the 'hipster with money' as opposed the the 'hipster with dole cheque' who is actually a institutional banking litigational speaking lawyer, will release a beer called "This beer cost me 10 bucks". Bars and punters alike will love it and Fosters will dance around in a pool of cash reveling in the irony that giving hip-beer to hip-people is a waste of time.

Wags said...

In December 2009, Nelson beer will be on sale at Liquorland and Dan Murphy's for $39.99 for a slab.

Kaufan wow gold randy said...

Nice blog. I liked this blog.

Buy wow gold said...

Nice blog. I a also ardent player of WOW GOLD. I love this game. Nice posting about wow gold. Thanks

Anonymous said...

I was very encouraged to find this site. I wanted to thank you for this special read. I definitely savored every little bit of it and I have you bookmarked to check out new stuff you post.

AC Milan vs Lazio Live Streaming
West Bromwich Albion vs Wigan Athletic Live Streaming
Manchester United vs Aston Villa Live Streaming
Sunderland vs Chelsea Live Streaming
Arsenal vs Everton Live Streaming
Augsburg vs Bochum Live Streaming
Racing Santander vs Valencia Live Streaming
Frosinone vs Atalanta Live Streaming
AC Milan vs Lazio Live Streaming
West Bromwich Albion vs Wigan Athletic Live Streaming
Manchester United vs Aston Villa Live Streaming
Sunderland vs Chelsea Live Streaming
Arsenal vs Everton Live Streaming
Augsburg vs Bochum Live Streaming
Racing Santander vs Valencia Live Streaming
Frosinone vs Atalanta Live Streaming
Technology News | Hot News Today | Live Stream

My Miracle Baby said...

Hi. Greetings. This post is really good and blog is really interesting. It gives good details.

Online Marketing in Melbourne

Reena said...

I really wanted to send a small word to say thanks to you for the fantastic points you are writing on this site. My time-consuming internet lookup has at the end been honored with extremely good ideas to exchange with my pals. I ‘d express that many of us site visitors actually are extremely endowed to exist in a notable community with so many lovely individuals with useful points. I feel really fortunate to have used your webpage and look forward to so many more fun moments reading here. Thanks a lot again for a lot of things.
Hotels In Bilbao

Anonymous said...

I am constantly searching for good info on this topic. It can be difficult to find sometimes. Thanks!. I will check back on your site from time to time for more information.
Hotels in Antwerp

Super Bowl 2012 said...

Looking it will be tasteful.
Web Design| Web Design Company|

Air Port Taxi said...

Your website is for sure worth bookmarking.
Airport Taxi

Unknown said...

The answer is simple they want your feedback for their product and want to know your opinion regarding the service whether they are performing well on your expectation or not. For example, if you're searching for best assignment service, you can check the online reviews of many writing service provider. Like, if you came across All assignment help reviews you can get to know the opinion of other students, about the quality of service they provided them..

Michael Jones said...

• Assignments are often considered the burden on the mind of students not giving them ample time for any other activities. Lack of time denies students from performing their beloved hobbies, ceasing them from participating in any sports, cultural affairs. Hence, no overall growth for them. Online Assignment help

Unknown said...

Happy anniversary husband! All I need is to live a long, happy and healthy life with you. anniversary qutoes for sister

Kartik said...

Men are what their mothers made them
happy mothers day 2019
happy mother day quotes

james cook said...

Our assignment help experts could address students' academic topics quite well. Thus, they can opt for our service if they have difficulty in writing the academic task.
assignment help

Liam said...

This opinion or feedback is known as reviews. For instance- if you're going to get online assignment service, and you come across Reviews, you can get to know about the opinion of different consumers about the quality of service they provided them. These reviews will further help you to decide which service is better for you. In other words, you can say, reviews are the feedback from a consumer about a product or service.AllAssignmentHelp reviews

Coloradoloans said...

For payday loans Colorado no credit check to get accepted or rejected, one needs a formal credit check before it is approved. If you get an approval before, you can get a footprint on the credit file. An adverse credit history could make further searches on credit, make the situation worse. If there are many footprints on a credit file, it can mean to lenders that you are not very capable of handling your finances properly. If you take multiple loans in quick successions, it can damage the credit file. It is suggested that one should not move on from one lender to another. If in case, you are declined by one lender, then it could indicate that they have done a hard credit search on you. It is usually better to wait for 14 days before you should reapply to another lender. This wait will make the lender see that you have had some time gap between two successive loans.

PaydayAlabama said...

PaydayAlabama provides quick and hassle-free process for applying Bad Credit Payday Loans Guaranteed Approval Annemanie.The Process of applying is simple. Just fill the valid and up to date required information in the form and send it for approval. Our lenders would then contact you with an offer in case they approve your application. After approval, cash will be deposited to your account within 1 or 2 business days.

Best said...

I want to say thanks for beautiful blog sharing with us. Your blog really great resource to update my knowledge. cursos de ti online

Jenifer said...

At ABC Assignment Help, we Ensure that every one of our tasks are of value and with no copyright infringement, so students can concentrate on the ventures and get settled with it.

More - Chinese Assignment Help

meldaresearch said...

The ultimate goal of engineering research writing services is to provide Engineering Assignment Writing Services and engineering coursework writing services since engineering dissertation help seekers lack time to complete their custom engineering research papers.

Assignment Studio said...

Due to mounted pressure, students seek for ground-breaking ways to get around the problem. As a result, they hire urgent assignment help to craft their essays. Undoubtedly, taking professional online essay writer is a good option to obtain well-written essays because they understand each and every aspect of writing and follow the guidelines to compose an impeccable writing piece.

Stringer Bell said...

Searching for how to write a case study assignment, Get the Best Case Study Help from Expert Australian Writers.

SattaKing said...

I am happy to find this post very useful for me, Sattakingas it contains lot of information.
I always prefer to read the quality content and this thing I found in you post.
Click Here to Get More SitesSattaking money online then don't worry.
Satta King is one of the most popular game which helps you to earn money online.

William smith said...

Get Nursing Assignment Help Service From Professionals. My Assignment Help writers are exceptionally trained and talented at writing nursing assignments in the most suitable way possible.

Assignment Writing Help said...

We are a top rated do my assignment Online service here with experts specializing in a wide range of disciplines ensuring you get the assignments that score maximum grades.

Anonymous said...
This comment has been removed by the author.
Anonymous said...

Thanks for sharing informative content, keep sharing quality content.

Superior infrastructure is the first reason for the list number of companies in Noida Sector63. It is one of India's most planned cities, with wide roads, clean subways, and underpasses.


We provide you an assurance that you will be submitting an error free Psychology Assignment from our website. If you have written your Psychology Assignment but are looking to edit certain portions, update us, we will edit your content and make it relevant as per requirement of the task. We do have experts who are professionals in editing an already developed work and making it as per the required standards. We are at assignment help . Assignment helps under our Psychology homework help so that students can complete their assignment on time and score good marks.

JAGGA DAKU said...

nice post click here Satta
check my site for best result Satta King

Rahul Sharma said...

This is Great Article. You are post informatics blog so keep posting.
Dial Karo Home Services App
SEO company in Meerut App
Google 360 Virtual Tour Company
Top 10 CSBE School in Meerut
Desawer Satta Number
Digital Marketing Agency Meerut
Matka Satta Live Result
FreeHome Services App
All Home Service providers’ app

dave denis said...

nice post checkout our new site Sattaking
nice post Sattamatkaank
nice post Sattakingtv
nice post Delhisattakingz

Assignment Help said...

I have scrolled out your website and find its recent post quite impressive. I am quite interested to grow our knowledge habit to use it in applied life. If doing assignment is quite different, then you accept our Assignment Help activation link to do it on time.


Do you also want Assignment help? We lend expert writers for assisting you with the projects. Our qualified writers will assist you with everything. You will get 100% original content within the deadline. Hire our assignment helper online and finish your project works.

valueassignmenthelp said... is the finest website for assignment help online and homework help services. We have 10years of experience PhD level experts for all subjects. Value-assignment-help highly searched website for paper work and content writers. Check our services and our coverage range.
Assignment help
Australia assignment help online
case study assignment help
essay writing services

SAVIOLA said...

Nice and informative blog. Thanks for sharing such an educative article. Check for your university of maiduguri pharmacy cut off mark

Total Assignment Help said...

Academic Assignment Help
Academic Assignment Help
assignment assistance
assignment assistance
assignment help online
case study help
assignment help

James Martin said...

Assignment Help assistance that is taken online is easy smooth and efficient. It does the job for all the students and all the students love to take the online assignment assistance for finishing their assignments.

Masonethan said...

Get the best expert advice for writing Do My Coursework online. Our work is plagiarism-free, reliable and mistake-proof. We ensure you quality Assignment Support Service.
Visit our website: Do My Coursework

satta king said...

Thank you for sharing such a nice information really very help full and knowledge,keep sharing.

Satta king chart

Anonymous said...

I enjoy reading your blog! Thank you for writing such an informative post. Excellent and appreciative blog. Continue to update.

Roshan kumar said...

Your Site is very nice, and it's very helping us this post is unique and interesting, thank you for sharing this awesome information. and visit our blog site also. Satta King

Unknown said...

Thank you for sharing good knowledge and information it's very helpful and understanding.. as I have been looking for this information for a long time. Regards

Case study Assignment Help

priya said...

Nice Post Your content is very inspiring and appriciating I really like it please visit my site for
gali satta
satta result
satta king
Satta Bajar
सट्टा किंग
delhi satta king
Disawar satta king
satta matka

Assignment Answers Online said...

We are a top rated Essay Help Online Online service here with experts specializing in a wide range of disciplines ensuring you get the assignments that score maximum grades.

Shira said...

Our team of global assigment has a solution for every single problem related to all assignment help. At, we serve with the objective to fulfill all your academic requirements.The company offers you genuine, specialized projects for you, as per your demand.We can provide vrious of assignments like:-
law assignment help uk
engineering assignment help
math assignment help
economic assignment help

VED said...

satta king

Dishavar Single Jodi will pass with 10000 % guarantee because we have date fix leak pair by which you can get rid of all your debt by playing only honest customer call or message people who play fat game will get daily profit by guarantee this chance Don't miss out, get the game booked soon satta king

Essien said...

Your article is very good and have complete informative. I enjoyed surfing from your blog. Thanks for sharing. Visit us: noun exam past questions and answers pdf

Essien said...

Awesome work! It’s a nice time coming around your weblog. Amazing and useful information Thanks for sharing. Also visit nigerian airforce past questions pdf download

Shira said...

Our global assignment expert uk has best marketing assignment help providers. We have best assignment experts in our team.We have 24x7 assignment help service providers.Take your time and endeavor to adjust in the conditions that is new for you. We will take care of your assignment. We have top academic writers who will supervise your assignment. They will deliver you with a well-organised assignment every single time.

satta king said...

I want to thank you for sharing such a good information that provides you, that's great.
Satta King

ABC Assignment Help said...

I was just surfing through your content and found that your work is quite unique and helpful at the same time. It has all the relevant information that anyone needs to get their work done. So if there is any help needed regarding college work then just refer to ABC assignment help. The company’s team consists of certified and renowned Phd experts. The company promises to deliver the non plagiarized content well within the time frame. Their services and pricing are also A1 class. So why wait, refer now.