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Ballistic Beer Co bets big on Hawaiian Haze

Off the back of a digital campaign to relaunch the Ballistic core beer range in June, which more than doubled year on year sales growth, the Queensland brewery has emerged from the COVID lockdown with plans to make their Hawaiian Haze Hazy Pale Ale “the biggest craft beer this Summer”.

After recent ranging success, the beer is now available at pubs and bottle-shops nationwide and the brewery hope it will drive their overall production to over 1.5 million litres in the next 12 months.

The marketing campaign launched last week around the AFL and NRL Grand Finals with a digital video and static social media campaign, in-store and in-venue point of sale and a cheeky billboard campaign (Hawaiian Haze… Less bitter than Victoria/Better than getting Corona/Greater than Great Northern etc).

Ballistic Beer have recruited experienced comedian Lindsay Webb to write and star in comedic ads for Hawaiian Haze.

“Hawaiian Haze is a happy Summer beer, so we wanted to find a fun and amusing way to promote it,” Wade Curtis said, Ballistic’s head of marketing.

“And where better to look for laughs than the comedic talents of Brisbane-based stand-up Lindsay Webb.

“We briefed Lindsay to find the fun in a number of Summer beer drinking scenarios – including the Aussie backyard BBQ and the over-competitive game of beach cricket – and the scripts he came back with knocked it out of the park!

“The ads are punchy and as full of tropical flavour as the beer itself, and are set to establish Hawaiian Haze as the hottest beer of Summer 2020.”

Ballistic’s founder David Kitchen added: “The success of Hawaiian Haze this Summer is critical in helping Ballistic become one of the biggest independent craft breweries not only in Queensland, but in other states as well.

“We are very excited about this campaign as it’s quite different to see independent brewers like us investing this much in brand building and in promotional support. The battle for the craft beer consumer is definitely on, and those companies that invest strategically in marketing will be the winners.”

The Hawaiian Haze digital campaign will run across Facebook, Instagram and YouTube from now until the end of the year.

Digital activity will be supported in-store with a range of point of sale materials, and consumers will be able to get their hands on limited release merchandise including custom made Hawaiian shirts, beer glasses and can coolers.

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