LLNL …

 Mona Foma moved to Launceston in 2019, and as a Hobart brewery (and festival) we decided that Moo Brew would help bridge the gap between North and South rivalry in Tasmania by way of a local (not local) beer. Tapping into the tradition of every great town needing their own beer, we decided to pay homage to the old longneck (with a recent move to cans) and simultaneously take the piss out of Moo Brew being seen as too premium. This gave rise to the Launnie Longneck Lager (LLNL). Drawing on the red and yellow colours found in John Kelly’s artwork, and using these primary colours to fashion a vintage label and suite of merch to launch at the festival. The concept was a raging success, painting the town with LLNL paraphernalia and local media catching on. Launceston was sold out of longnecks within 48 hours. MOFO 2019 saw people turning up at the festival ticket booth not wanting to attend the festival but instead looking for a Launnie Longneck Lager.