Breathe new life into our beer brand by having a bit of fun with our packaging.

We printed a chessboard on the underside of the beer carton, and printed the various chess pieces under the bottle caps within. Given that you need 32 chess pieces to play a game of chess and each carton only came with 24 bottles of beer, we were able to encourage repeat purchases as a result.

An amazing 64,814 cases in the first month.

Surely a new Australian record for chessboard sales.

A new wave of excitement about an old game that was perfect to play with your mate.