Moo Brew is the Premium Tasmanian Beer
Tuesday, March 31st, 2009
When did I migrate from beer drinker based on price to beer drinker based on aspiration? That’s a hard one to answer as we enter a recession – how does a company effectively market itself to the average Joe at that premium end of the beer world?
Moo Brew has been produced by the Moorilla Estate for about two years and launches off their reputation for fine wine, excellent food and superb taste in fine art. So when I happened to rock along to the John Kelly sculpture exhibition opening last weekend where Moo and Moorilla wine were abundantly provided, I trolled into a few of their finest – Pilsner and Dark Ale.
At this point I have to admit Dark Ale is my all time favourite beer in the entire world… a totally unpaid and unprovoked endorsement. Very yummy and I find myself thinking of ways to justify that $95 per carton of 24 stubbies in the middle of the night. Don’t get me wrong, I don’t think I’m an alchololic. But I do appreciate a fine full flavoured beer experience… and getting a little drunk on occasion. Anyway, that’s what I’ve got Lindy for – to keep me from excess and the downward slide.
The Moo Brew logo is an interesting story in itself that traces back to John Kelly’s depictions of William Dobell’s papier machet cows from World War 2 – the ones they put on airfields to fool the apparently blind and dumb Japanese pilots. It was because John Kelly had this association with work based on Dobell’s cows that Moorilla approached him to design the beer labels… an interesting story in itself.
