Kiwis (that’s slang for New Zealanders) love their Speight’s Gold Medal Ale. So when an ex-pat named Tim Ellingham lamented to the beer maker that he couldn’t get his favorite lager in London the brand decided to ship it to him—in a custom-built fully operational Speight’s brew pub riding atop a cargo ship. It’s the beer’s first expansion into the international market.
“We really wanted to highlight the differences of our brand from other beer brands ” Sean O’Donnell marketing manager for Speight’s told Buzz. “We’re looking to get people to come and experience a Speight’s Ale house so they get the full experience. They get the food they get the beer they get the whole ambience of New Zealand that Speight’s stands for.”
More than 2 500 Kiwis applied to be part of the five-man crew on the Great Beer Delivery which launched July 25 from Dunedin New Zealand and traveled to Samoa the Panama Canal and the Bahamas before finally reaching New York City on Sept. 14 for the tail end of fashion week and some publicity opps with other New Zealanders like Steve Williams Tiger Woods’ caddy. The pub and its hearty crew are scheduled to sail into London on Oct. 8.
The program keeps consumer interest brewing at home by giving away trips to London at each stop in the journey. Winners will get to meet the crew (and ex-pat Tim) at the new home of the pub. The campaign’s focus on male bonding builds on Speight’s long-running ad campaigns that position the brand as the beer for rugged rugby-loving southern men—stereotypical locals—going to the pub together. Each crew member is meeting up with a mate of his own who now lives in London.
“It’s definitely a mateship beer ” says O’Connell. “It’s a campaign based around real life guys who had a want and need to have Speight’s.”
Check out the Great Beer Delivery website and follow the adventure via video dispatches blogs and photos from the crew: greatbeerdelivery.co.nz. Agency: Octagon Sydney Australia.