It’s a sweltering afternoon in Longreach, outback Queensland. Being August, it’s still “winter” theoretically, but it’s 35 degrees in the shade, big blue sky above, and there’s a bloke riding a huge white bullock in the main street.

I’m here with 70 or so other guests flown in by private jet for the launch of Long Run, a new premium lager from Great Northern Brewing Co., Australia’s top-selling beer brand. And the company’s marketing team is playing up the outback imagery for all it’s worth.