Hallertau Packaging Project
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Hallertau Brewery was a pioneer in the craft beer market in New Zealand. However, now days the bottle store has become an ocean of bespoke brands, styles and labels. The Lucky Dip of Beer: a mysterious selection of seven different beer styles, all given the same labels and no description of their flavour. Each bottle is labelled with a lucky dip ticket and a unique code. Drinkers make their lucky dip through the perforated mouth on the top of the box. Using the tasting notes on the side of the box, and their refined craft beer taste buds, drinkers suggest the beer style they are drinking to Hallertau’s beer mystic ‘SheRa’ via their mobiles – to win a range of lucky dip style treats from Hallertau brewery. For a brand built on twisting beer traditions, it was the perfect category reinvention, making the packaging part of the craft beer drinker’s occasion.
Hallertau Lucky Dip, Brave the Barrel event
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Craft beer is all about brewing by hand rather than mass scale production. This hands-on approach was key to our carnival style lucky dip of beer: hand painted in the traditional sideshow vernacular. Beer drinkers are in physical contact with the lucky dip sideshow, so the brush strokes of the paint are always evident. The lucky dip travels the world of craft beer drinkers: bottle stores, bars, festivals and events. The carnival theme is carried onto the unique code on the ‘lucky dip ticket’ labels on the bottles. Participants guess the style of beer and tell the mobile beer bot ‘SheRa’ to win vouchers.
