The craft beer movement has not only revolutionised the flavour of beer - it's transformed cans and labels into canvases for art and design.
But there's one sector of Australian society that's missing out.
As part of Moo Brew’s earned media strategy, in collaboration with VCCP in Sydney, we decided to brew a beer for an overlooked beer drinker and highlight a day of charity that doesn’t receive much press in your average calendar year. We settled on World Sight Day, working with Vision Australia.
BRAILLE ALE.
A limited edition pale ale for the visually impaired. We replaced the art on our can with a dirty secret from the brewery/Mona, printed in braille. The idea works as a social commentary on craft beer culture, and to highlight Moo Brew’s connection with Mona Museum and the arts, in a clever and playful way. All of a sudden we’ve flipped the paradigm, your average beer drinker won’t be in on the joke and will need to seek out someone skilled in reading braille to reveal the sordid tale on the beer can. All profits from Braille Ale go towards Vision Australia’s print access equality program.