Sydney craft brewer Young Henrys has been behind some innovative “have a beer on us” campaigns popping up in pubs around NSW and Australia.
Occupying a post-industrial era warehouse in Newtown, the hipster mecca heart of Sydney’s inner west, Young Henrys has produced dozens of short-batch and seasonal brews over the years to complement its core range.
One such experiment, a collaboration with Newtown Council in late 2012 to celebrate 150 years for the precinct, resulted in the easy-drinking Newtowner.
In the wake of the ever-changing palates of early adopters and less craft-dedicated mainstream beer drinkers, Newtowner has gone on to become YH’s unofficial flagship, representing more than 60 per cent of its total national sales.
“It’s become clear that once people try it, they bloody love it, so we’ve come up with a few ways to make it easier for this to happen,” YH director Dan Hampton told PubTIC.
“The ‘Have a taste on us’ campaign is our way of getting Newtowner into the mouths of as many potential new mates as possible during September.”
The brewer has been engaging venues in emerging markets and new taps nationally to be part of Have a Taste, commissioning them to “give punters a healthy slurp” upon request, allowing the beer to do the rest.
One such venue is the ever-diligent Abbott’s Hotel, bridging the gulf between the incoming gentry and more established Waterloo residents, mixing foodie weapons and boutique breweries with pub staples and generational brews.
Throughout September, Bill Smith’s Abbott’s Hotel is offering a free Young Henrys Newtowner plus a free burger – to anyone under 30 named Henry.
Already pouring YH schooners for an un-craftlike $5, alongside New and Old and Carlton, Abbott’s reports no shortage of young Henrys eager to take up the offer.
“Most venues these days offer punters a taste of tap beer if they haven’t had it before, so really all we’re doing is making the invite to ‘try before you buy’ a little clearer, with supporting POS,” explains Hampton.
“Bring on Summer!”