Bridge Road Brewers - The World’s First Beer Micronation

Australia loves a craft beer, so much so that there is a lot of competition out there to deliver the tastiest pint at the bar. Bridge Road Brewers wanted to stand out from their competitors and tasked us to create a concept that would showcase their point of difference; their passion and independence.

We came up with a world-first, declaring the grounds of the brewery as an independent beer micronation to protect the craft of independent beer. From creating the name of the new nation to writing up the constitution, this campaign was about making a statement and I’m proud to have played a role in it.

The ‘Welcome to Brewland’ campaign invited Aussies and pubs to make a stand against multinational beers by joining the revolution and becoming a citizen of Bridge Road Brewers new micronation, Brewland. We released this campaign to run during Good Beer Week (May 10-19) and opened the borders to everyone. Each new Brewland citizen received an official citizenship certificate which could be taken to the brewery during Good Beer Week for a free pint.

So raise a glass, and celebrate the frothy sovereignty of Brewland!