It took the brewers at Australian craft brewery Matilda Bay 27 attempts to create a golden ale that met its master brewer’s high standards. Now, to demonstrate its commitment to perfection, the brewer is releasing those 27 brews as a limited-edition beer collection called Rejected Ales.
‘We’ve crafted beer to perfection our own way since 1983,’ said Phil Sexton, Matilda Bay founder and master brewer, in a press release. ‘If a batch doesn’t meet our impeccably high standards, we reject it. It might be a bit commercially reckless, but it’s just the way we do things around here. We’re letting Aussies try our not quite perfect enough Rejected Ales, which, after our Original Ale, are hopefully the second-best beers you’ll taste.’
In the brewery’s first above-the-line campaign in eight years (Matilda Bay was founded in 1983), the 27 Rejected Ales are being promoted through out-of-home, radio, press, social media, and in-store activations. Each can tells a story of near-perfection, with names like ‘Missed the point’, ‘Keep dreaming’, and ‘Ballpark’.
