The guys at Hawke’s Brewing Co. are not clients of ours. But we’re hoping that we can be mates because we love how they think and what they’re creating (and what they’re drinking).
Nathan Lennon and David Gibson were sitting in the office of their ad agency in NYC one freezing cold Monday Australia Day. They were ruminating on what their friends would be doing back in Oz. The question got asked “Who would you most like to have a beer with, right now?”. Their simultaneous answer? “Bob Hawke!”.
But why?
What they both felt was that Bob’s legacy represents the bits of Australia that they loved growing up as children of the 80’s. The time of accords between unions and business. The beginning of floating the dollar, native title and the main-stream caring for our environment. That sees value in every day Australians connecting with each other, and us all being “good enough” to sit down for a beer together.
So, along with Luke Langton, they have done something amazing…they have gone into in partnership with Bob to make Hawke’s Lager. They’re making a beer that enables them to tell the Australian egalitarian story, one 6-pack at a time; and directly raise funds for Landcare, a key environmental initiative of Bob’s, as they do so.
“As we’re moving from start-up into building this business, we are in a constant search of what our best self can be through this brand. How do we live up to the legacy that is Bob’s? How can this be a beer that the Australian public can own because of why it is made?”.
So, as you see. It’s a social lubricant that is also a social glue. I don’t know about you…but this sounds like the kind of purpose that makes me thirsty for more. Hope it does you as well.
