Regular readers will know that while the team at Australian Brews News love beer, we also have a special interest in beer marketing and advertising. So, when we’re asked to put together an event for something like Queensland Beer Week, it seems fairly natural to combine our love of both of these topics.

So, as part of Queensland Beer Week, Australian Brews Newswill be hosting an event that will look to celebrate and discuss beer advertising.

The event will pay homage (( homage…if imitation is the sincerest form of flattery, the team at Gruen will hopefully feel very flattered and not litigious at our little paean to them )) to the excellent ABC Show, The Gruen Transfer. With Pete Mitcham moderating proceedings, a panel of beer industry advertising and marketing experts…and me…will discuss beer advertising and try to illustrate, educate and entertain as we look at what makes beer ads tick.

Among the topics that we will be chewing on are:

• What goes through an ad guy’s head when coming up for a beer ad?
• Does a big, memorable ad always sell beer?
• We will try to find an answer to the question, why do beer ads always feature four blokes?
• Do beer ads reflect the market, or lead the market?
• Does beer advertising follow the path of least resistance in just targeting blokes…and are we starting to see a change in that approach?
• And in trying to sell brands, has beer advertising actually damaged beer’s own brand and contributed to the decline of the beer category overall?

In keeping with Australian Brews News general approach, the event will aim to be informative and insightful but ultimately entertaining and we have pulled together a great panel to dissect these issues and more.

The Panel:

Brett Grebert – Head of Craft, Lion

With more than ten years experience at Australia’s largest brewing company, Lion, Brett has held a number of senior marketing roles, including Marketing Manager – Innovations, Marketing Director of Premium Beer and Spirits and Marketing Director- Mainstream Beer. Brett has been involved in and overseen some of the most memorable advertising campaigns for Lion, including the development and launch of Hahn Super Dry, Tooheys New Beer Relay communications and the XXXX Gold campaign. Brett now has management responsibility for Lion’s craft portfolio, including Little Creatures, James Squires and White Rabbit.

Rem Bruijn – Creative Director, Brainheart

Rem is one of Queensland’s most respected advertising practitioners with over 20 years’ experience including advising and creating campaigns for the world’s biggest multinational brands.His campaigns include Brisbane Marketing’s ‘Sleepy little town’, Conrad Treasury’s ‘Ever Surprising’ campaign and Brisbane City Council’s ‘I ♥ BNE’ sustainability campaign. But perhaps Rem is best known for RACQ Insurance’s enduring ‘We’ll help you wherever we can’ campaign featuring the “Charter boat? What charter boat?” TVC which was voted in Australia’s top 10 commercials.

A renowned ‘creative’ and strategic thinker, Rem is also an accomplished presenter, talent director and educator. In 2012, Rem was inducted into the Brisbane Advertising and Design Club’s ‘Hall of Fame’.

Jamie Cook – Co-founder, Stone & Wood Brewing

Having held a range of positions at CUB, from General Manager – Marketing Services, General Manager – Matilda Bay Brewing Company and General Manager – Premium Beer, Jamie spent six years as a Director of the strategic marketing and brand communications business, Dig Marketing Group. Together with former Matilda Bay colleagues Brad Rogers and Ross Jurisich, Jamie co-founded Stone & Wood Brewing Company in 2007. Stone & Wood is today Australia’s largest independent craft brewery.

Join Matt,Peteand a panel of people who actually know what they are talking aboutfor a few heavy beers and some light entertainment as Australian Brews News presents The Brewin’ Transfer.

When: July 17 at 5.30 for 6.00pm until 8.00pm (State of Origin will be shown on the big screen immediately afterwards)
Where: Kerbside, Cnr Constance & Ann Street, Fortitude Valley
Price: $59 (includes three craft beers, cheese platter and nibbles)

Bookings

Note: This event will feature assigned cabaret seating. You can either book as part of a group of between 3 and 7 people sitting together, or individually. If you would like to book individually, but sit as part of a group, please email matt@beermatt.com (with Brewin’ Transfer seating in the subject line) and advise the names of the people you would like to be seated with.

The Brewin’ Transfer will also raise funds for Cherish Women’s Cancer Foundation, a new charity for an under-supported cause. Panel member Rem Bruijn shot this film for the foundation.