Modus backs up AIBA gong with viral campaign

AIBA winner: Modus Pale Ale

AIBA winner: Modus Pale Ale

Modus Operandi Brewing has launched a viral video campaign featuring a parkour stuntman in support of its flagship Pale Ale, a trophy winner at the AIBA earlier this month.

Shot by cameraman Tom Spark, the video campaign follows the recent launch into cans of the beer named Best International Style Pale Ale in Melbourne.

“We wanted to tell a story using the tag line #worththejourney, which means a lot to us,” said Modus co-founder Jaz Wearin.

“Our ethos has always been, ‘Beer first, no shortcuts’ and that can be quite the journey from sourcing the best equipment, brewing talent and ingredients to taking the time to brew and store our beer to the highest of standards.

“We also took the long journey of waiting until we could afford our canning line instead of going down the contract brewing path.

“It’s been a journey – but totally worth it. We are a small brewery so you won’t find our beer everywhere, but as demonstrated by our gravity defying representative, we think it’s worth the journey!” she said.

Modus Pale, Worth the Journey from Modus Operandi Brewing on Vimeo.

Wearin said the “slick video on a small brewery budget” was financed by beer currency to curry favour from friends whose skillsets include film directing, costumes, footwear, stunts and music.

“It did still cost a little bit of actual money but we have worked really hard to get to the canning stage so we wanted a full-fledged video to go with it,” she said.

Also currently available in cans is the Former Tenant Red IPA, with some of the brewery’s seasonal releases set to follow.

“We will be starting off with our Sonic Prayer IPA and the Black Lab Milk Stout,” Wearin told Australian Brews News.

A full list of stockists for Modus Operandi cans is available here.

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