When the local independent brewing industry in West Australia was hit early and hard by the recent closure of venues and new restrictions being placed on alcohol purchases, the team at Perth brewer, Otherside Brewing Co, acted quickly, investigating possible responses to the rapidly shifting situation, with
The first solution launches on April 8. It’s called Plan: C. It’s a simple ale that encourages people to support independent breweries by creating a more affordable craft beer.
[NOTE for overseas readers: Australia has a long-standing driving campaign that tells people to have a proper Plan B when drinking.]
Plan: C Simple Ale is the first of many initiatives to come. Those initiatives were created with its brand and communications agency, Block, which bills itself (very aptly right now) as the agency for “business not as usual”.
Plan: C came from the realisation that in a market where incomes were going to be cut at an unprecedented rate, customers would become more and more price sensitive. Justifying the additional cost that it takes to produce handmade products would become harder. So the team set themselves the challenge to deliver a craft beer as cost-effectively as possible.
By Monday, Block had named, branded and designed Plan: C Simple Ale.
By Wednesday, the brew team had a recipe and beer in the tank.
By rethinking a few things, like how it uses its resources, Otherside will be able to deliver a craft beer priced from just over $2 a can to the door of Perth residents. PLAN: C has received huge support from local retailers, many of whom have made significant pre-orders to ensure the brewery is able to make it happen. Plan: C is now destined to become a full program of initiatives that help local craft beer drinkers stay connected through the crisis.
“We’ve had to spend a lot of time thinking about how we can move forward and keep our fresh brews in the hands of our community. It’s caused us to get really creative, to shake up our thinking and truly innovate,” stated Otherside Brewing Co. general manager, Steve Finney.
“Clearly, no one knows where any of this is headed, but remaining flexible and rapidly moving to develop creative solutions and getting ideas to market as quickly as possible will ensure that businesses have given themselves the best possible chance to survive,” added Block creative director, Mark Braddock. “Communicating with honesty, empathy and clarity, is now more important than ever.”
Block’s campaign will run across Otherside’s social channels.