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This is a story of multi-national chasing down the elusive Melbourne Hipster market.

In December 2008, beer Goliath Foster Group decided to take on the unattainable beer drinking market of the Melbourne Hipsters. They hired their brains, Gen-Y focused agency The Taboo Group. They were set to work on creating a lifestyle beer brand for this fickle market.

Their first move caught the Hipsters by surprise, Taboo dropped white cooling containers (normally used to transport human organs) into influential media and creative offices across Melbourne. The coolers had no description on them just the beer inside. It created chatter and hype about the beer. They then went back to these people asking how they could make it better and on the naming of the beer?


Then it was time for a big reveal, they got some shit hot designers (Sonny Day and Biddy Maroney) to come up with the design on the bottle and they threw a party for the launch.

The beer was then released in a small section of hipster bars (the likes of Revolver, Mr Wilkinson, Electric Lady Lounge, Trunk, Nevermind, Windsor Castle).

In the latest chapter, they have teamed up with local/international band The Temper Trap to come up with a limited edition bottle design.


Finish this sentence

In December 2009, Nelson beer will......