MOO BREW X ARCHIE ROSE BOURBON BARREL-AGED STOUT
Sydney Beer Week was approaching, and who better to do a collaboration with than Sydney’s infamous distillers at Archie Rose. We had 30 barrels dripping wet with yet to be released whisky, sent to the Moo Brew brewery in Hobart, and filled it with the brewery’s ‘velvet sledgehammer’ stout. We left it for a bit before bottling, and hand-dipping each one in excessive amounts of wax to create the sexiest looking beer bottle on the market, filled with a whisky no one had had the pleasure of drinking yet. Naturally the beer was officially launched at the distillery on the blackest day of the year (Halloween), and we saw unprecedented visitation to both the Moorilla and Moo Brew websites by people in search of the lucrative elixir. Prior to the stout’s launch we ran a competition calling out for Tasmania’s biggest stout lovers, which involved a tattoo and Irish poetry in a stout bunker at Mona.
The collaboration was a successful move for Moo Brew into the Sydney booze scene, as well as providing plenty of content for brand development and consolidating stout fandom.
It was also great for all involved who got to product test.
