Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Marketing Featured ANZ
No posts found

Matilda Bay shows how ale perfection is done–by releasing its 27 ‘rejects’

by Teddy Cambosa

-

March 10, 2022

Matilda Bay shows how ale perfection is done–by releasing its 27 ‘rejects’

Melbourne, Australia – In a bid to show to Aussies how they have perfected their Original Ale product, Australian brewery Matilda Bay has launched its limited edition of ales called the ‘Rejected Ales’, a 27-piece ale set that represents all of the ale’s rejected batches before it reached its final production.

The campaign, conceptualised alongside agency Howatson+Company, is represented by a short film that demonstrates Matilda Bay’s obsession with quality and relentlessly pursuing perfection in everything they do. For the brewery, rather than keeping these almost perfect beers a secret, the brewery has canned them and made them available to the public to prove just how good their Original Ale is.

Speaking about this campaign, Phil Sexton, founder and master brewer at Matilda Bay, said, “We’ve crafted beer to perfection our own way since 1983. If a batch doesn’t meet our impeccably high standards, we reject it. It might be a bit commercially reckless, but it’s just the way we do things around here. So, to demonstrate our dedication to crafting the perfect beer, we’re letting Aussies try our not quite perfect enough Rejected Ales. Which, after our Original Ale, are hopefully the second best beers you’ll taste.”

Meanwhile, Gavin Chimes, executive creative director at Howatson+Company, commented, “They say nothing tastes as sweet as success, but at Matilda Bay, failure is delicious too. Now we’ve put that failure in cans for people to try. We worked closely with the Matilda Bay brewers to capture the details of their arduous journey. We opened old wounds and old logbooks. And crafted every aspect of our campaign. It was only fitting, considering how much craft they put into their beer.”

With names like ‘Yeah…nah’, ‘Keep dreaming’ and ‘Ballpark’, each of the 27 Rejected Ale cans tells a story of its rejection. These have been brought to life in OOH, radio, press, social, retailer integration, and in store activations.

Related Tags Australia Alcohol Howatson+Company Matilda Bay Ale
Share this article

Related Articles

View All
CommBank-Australia-Next-Chapter
Marketing Featured ANZ
CommBank’s latest campaign focuses on ending financial abuse in Australia
March 9, 2022
By Jean Cabico
Domino’s unveils new ‘Hot & Fresh’ campaign with It’s Friday
Marketing Featured ANZ
Domino's unveils new 'Hot & Fresh' campaign with It's Friday
March 9, 2022
By Christian Calma
TABtouch Gene simmons
Marketing Featured ANZ
AU TABtouch enlists rock icon Gene Simmons to remind punters on responsible gambling
March 4, 2022
By Carlo Sarabia
Wynstan’s iconic radio voice physically goes live in latest ad spot
Marketing Featured ANZ
Wynstan’s iconic radio voice physically goes live in latest ad spot
March 1, 2022
By Teddy Cambosa
Spark releases new web code to urge all websites to ‘see all genders’
Marketing Featured ANZ
Spark releases new web code to urge all websites to ‘see all genders’
February 22, 2022
By Teddy Cambosa
TAC-Clemenger-BBDO-Melbourne-Campaign
Marketing Featured ANZ
Road safety org for Victoria reminds riders the importance of protective gears
February 14, 2022
By Jean Cabico
No posts found

Featured Articles

View All
Marketing heads from the grocery, QSR, consumer goods, and tech space gathered to tackle how to win in social advertising this 2022.
Main Feature Marketing Platforms APAC
MARKETECH APAC to discuss latest social advertising trends in new webinar
March 2, 2022
By MARKETECH APAC
Top Stories for February: Tech-enabled coffee chain bags top spot
Main Feature Marketing APAC
Top Stories for February: Tech-enabled coffee chain bags top spot
March 1, 2022
By MARKETECH APAC
This overarching report explores the current state of customer engagement and tells marketers what they need to know
Main Feature Marketing Partners APAC
Explore the state of customer engagement in 2022
February 16, 2022
By MARKETECH APAC
Expert Up Close: Shahid Nizami, ActiveCampaign’s regional VP for APAC
Main Feature Technology APAC
Expert Up Close: Shahid Nizami, ActiveCampaign’s regional VP for APAC
February 10, 2022
By MARKETECH APAC
CF-Feature-Image-1
Main Feature Marketing Partners Southeast Asia
Brands, conquer the Malaysian market with this all-embracing local consumer report
February 10, 2022
By MARKETECH APAC
What’s NEXT: Top tips for CRO this 2022
Main Feature Marketing APAC
What’s NEXT: Top tips for CRO this 2022
January 31, 2022
By MARKETECH APAC
No posts found

Most Recent Articles

SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
May 30, 2025
Fatima Baduria
No posts found
Okaya Power awards integrated media duties to dentsu X India 
May 30, 2025
Aliza Carmona
PepsiCo joins Formula 1’s growing list of official partners
May 30, 2025
Teddy Cambosa
UNIQLO Singapore to open first touchpoint concept store for online-to-offline shopping experience
May 30, 2025
Fatima Baduria
CelcomDigi celebrates preservation of Bornean languages with new chatbot, campaign
May 30, 2025
Teddy Cambosa
Café de Coral pays tribute to generational bonds in new dentsu HK campaign
May 30, 2025
Aliza Carmona
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin