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......
66 comments:
In December 2009, Nelson beer will expand into the Sydney market after partnering with the Sydney Bicycle Film Festival.
;)
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.
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...
drunk by hipsters when they get it for free but never actually exchanged for money.
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.
It may go the way of Empire...remember that beer? It was a trendy beer, street press and rock posters.
All hair gel.
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.
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.
In December 2009, Nelson beer will give me a nasty hangover.
Good post and good beer. More case studies please Jules.
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? :)
Melbourne Bitter is the 'new' cool.
...and the Temper Trap are awesome.
'Nuf 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?
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!
In December 2009 Nelson beer will...
...be 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.
...be 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.
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.
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.
@ 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.
oh and I splet ya name wrong...sorry farken
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.
In December 2009, Nelson beer will be on sale at Liquorland and Dan Murphy's for $39.99 for a slab.
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