We ran press ads, billboards and online executions driving beer fans to a website. There they took a questionnaire to test their beer knowledge. The winners were sent a pack of 3 different brews and asked to vote for their favourite. Once chosen we had a month to brew the chosen beer and design the packaging. We kept involvement up through a Facebook following of 10,000 fans. When we launched the beer we ran ads naming each one of our 999 tasters personally.

43,000 people visited the website from 69 different countries. 23,000 passed the Beer Brain test that allowed them to be considered for the beer tester roles. 999 packs of 3 beers were sent out. There are currently over 12,000 Facebook fans (more than all other NZ craft beers combined). Boundary Road Brewery is pushing for the No.2 spot in NZ supermarkets having achieved the No.3 position in craft beer grocery sales after only 6 months.Sales were 3 times over forecast. Marketing Manager Ben Shaw says: "I'm absolutely delighted, this sets a model for our new launches".