Great Northern

One of Australia's fastest growing beers

Branding & Packaging
Beer and Wine

Brief

Fluid were engaged by CUB Innovation team to revive the Great Northern name and bring the brand to life for a modern audience.The challenge was that consumers are loyal to product that comes from their part of the country, particularly in the parochial north.

Solution

Great Northern Brewing Co tested well in research and the brand and pack had the right balance of authority and playfulness with the beacon for the brand, ‘the marlin’ connecting the consumer with the desired sense of occasion, relaxed and chilled out after work or play.

Outcome

- No.1 Fastest growing NPD New World Regular Beer in Australia.
- Great Northern sales drove it to become the most successful first year for a CUB NPD in the past 3 years.
- Selling more than 500,000 cases of product in it’s first year on shelves.
- Once success was shown to be sustainable the beers distribution was widened to the rest of Australia.

Source: Aztec Scan Data, MAT to 30/11/11