Giant Lobster Ale. The beer that stops extinction…
Tasmania’s Giant Lobster was under threat due to its rainforest home being destroyed by logging in Northern Tasmania.
The Wilderness Society facilitated a vital Recovery Plan for the lobster which was sent to the desk of Environment Minister Josh Frydenberg. To back this up with popular demand, we organised a collaboration brew at Moo Brew so the Wilderness Society could send him the first beer off the production line as a tasty reminder to ensure the species’ survival.
All profits made from Giant Lobster Ale went straight back into the campaign to protect this legendary creature for good. Sales were facilitated by edms, social media shout outs, Karma Keg events in Melbourne, Sydney and Hobart and plenty of press (environmental and beer specific publications, as well as mainstream news channels) of benefit to the campaign and both brands.