Monteith's launches secret beer

After handling the launch of Monteith’s Pear Cider (see the Apple vs Pear debate here), Running With Scissors has been handed another project: the roll-out of Monteith’s Single Source, the latest beer on the DB block.

It’s come out just in time for summer, it’s brown, it’s foaming, and if you put it in the fridge, it’s cold and tasty.

However, it won't be found in the usual places.

After an exclusive launch, the beer found its feet at Taste of Auckland last month.

It’s hiding away at craft bars around the country, although you can also buy it online. It’s not available in the usual haunts, so it’s got a bit of an insider-know ring to it.

There’s a story behind why it’s called Single Source but you can read about/watch it here (what is it with beer and stories these days?!).

The idea was to reflect the thought and consideration of the growers and brewers who have made it.

Monteith’s marketing manager Russell Browne (not to be confused with Media7’s Russell Brown) said the story has considerable depth.

“We just needed to make sure we captured it and presented it in the best possible way.”

“We also didn’t want to do too much – it was really a case of doing a few things and doing them really well.”

RWS got filmmaker Zoe McIntosh to produce a series of short videos on the beer story, which can be found at the website.

“Zoe has an incredible talent for making people feel comfortable in front of a camera and presenting their stories in an honest and natural way,” said RWS co-boss Friday O’Flaherty.

“You can’t help but feel like you really know Bill, Ian and Tony after watching Zoe’s documentary.”

The short videos will be seen in Rialto and Event cinemas, The Academy Cinema and The Embassy Cinema this year, with additional episodes due for release next year.

Designworks did the “visual identity”, while Haystac has taken care of the PR, and the likes of Terabyte, Events Direct, Apollo, Static Communicate and copywriters Bob Moore, Simon Pound and Rachel Wallis, have been involved in the project.

“We’re very appreciative of the way all our agencies have worked together to present Monteith’s Single Source in an honest way,” Mr Browne said.

“Everyone has had to adapt, to think more about every detail, to ensure we’re being true to the beer and the people who have made it.”