Execution

Export Dry was New Zealand’s first premium Dry beer, but it has been in steep decline over the past decade. We needed to turn Export Dry’s fortunes around and reposition it as a credible premium beer for young guys. Research showed that our target market didn’t like wine, but occasionally drank it because of societal pressures (e.g.) at weddings, work functions, dinner parties, restaurants etc. Even premium beers struggle to make it to the dinner table. So we positioned Export Dry as the beer that saves men from wine. We took the fight to wine in its own environments. We created actual wine lists that encouraged men to stop sniffing, swirling and generally playing pretend, and order an Export Dry beer instead. The wine lists were left on tables in bars and restaurants, as normal wine lists would be.