It took the Matilda Bay brewers 27 batches to create a beer that met their master brewer’s standards. They called it the Original Ale. To promote this perfect brew, we released the almost perfect rejects. Rejected Ales, the best beers you were never meant to taste.

Each Rejected Ale was brewed, named and emblazoned with the story of its rejection. They came free with any purchase of Original Ale, in bottle shops nationwide and online, allowing Australia to discover the journey to perfection. An above the line campaign and influencer packs drove trial. Rejected Ales were then entered into beer awards, where they won silver. Fitting, given Original Ale won gold the year before. As such, sales of Original Ale grew 11x and stockists grew by 17%.