Increasingly, young people are failing to appreciate the refined flavours of well-crafted beer. They mix it with soft drink, garnish with lemons or drink it out of shoes and beer … read morebongs. As one of Australia's oldest craft breweries, Lord Nelson couldn't let their flagship beer, Three Sheets Pale Ale, go unappreciated any longer. So, they officially raised its drinking age to 35+.
Using the visual language of government classification stickers, 35+ labels were place on in pubs and bottle stores across the nation - on taps, cases and 6-packs. While the protective measures were promoted in OOH, press and PR.
All designed for the beer to get noticed at the moment of purchase - appealing to the mature palates of older drinkers, while making younger drinkers want the beer even more. After all, what better way to get someone to want something than by telling them they can't have it?
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