Heads of Noosa brewery releases new beer advertising campaign

A quirky campaign involving a newly envisioned “Brewmaster” has been unleashed by a popular Noosa brewery to expand their tap beer presence in pubs across Australia.

A popular Noosa brewery has begun their quest to conquer the state and national market by embarking on a new campaign.

Family owned business Heads of Noosa, known for its crisp lagers, launched a video advertisement this week continuing their claim to only creating exceptional beer.

In their new strategy, which was created in partnership with digital agency Social Tap, the advertisement was centred on the notion the Heads of Noosa team reject any beer which isn’t a perfect 10.

The 30-second spot showed a Willy Wonka style character named the “Brewmaster” testing the latest beer from the brewery in multiple, quirky ways before he announced it was only a 9.9/10, so the beer was discarded.

The plants at the front of the brewery were then watered with the rejected brew by their gardener, suggesting the beer is not up to the brewery’s platinum standard.

The new “Brewmaster” in the Heads of Noosa’s new advertising campaign. Picture: Contributed

The campaign will be broadcast across radio, digital, outdoor and an influencer campaign from April.

Heads of Noosa co-founders and brothers Craig and Lance Masterton said they were focused on expanding their presence to the rest of Queensland.

The brothers started the southeast Queensland brew at a garage in Brisbane in 2010 but now operate at an enormous site in a Noosa Heads industrial precinct, employing over 40 staff.

Lance and Craig Masterton started the brand in 2010. Picture: Contributed

“We have a very loyal customer base on the Sunshine Coast and that market is growing in other parts of Queensland but the aim of this campaign is to increase the number of on-site taps bearing the Heads of Noosa brand in Brisbane and other parts of the state and in time other parts of Australia,” Lance Masterton said.

Social Tap brand manager Nicci Modolo said instead of the traditional influencer campaign the agency wanted to work with “other local masters” from the region such as surfboard shapers, chefs and photographers.

Mr Modolo said they would promote the campaign by their own networks and social channels.