Independent West Australian brewery Beerfarm has launched a national campaign to find Australia’s best ‘beersitter’ to mark the launch of its Hazy Pale in New South Wales, with a year’s worth of beer up for grabs.
As the brewery’s newest release, Hazy Pale, makes its way across the Nullabor from the South West to New South Wales for the first time, dedicated beer lovers are invited to watch a 48-hour stream of the journey, with the longest streamer winning free beer for a year.
Charlotte Freeston, Innovation and New Product Development Manager at Beerfarm, commented: “For the first time ever, we’re sending a truckload of our Hazy Pale fresh from our farm in Metricup, further than it’s ever journeyed before. As it embarks on its epic trek as it crosses the country, we’re calling on the nation to keep an eye on it. We can’t wait to see who steps up as the ultimate beersitter.”
The challenge was inspired by the viral ‘rawdogging’ trend, in which passengers on long haul flights entertain themselves with nothing but the interactive flight map in front of them, with Beerfarm challenging dedicated beer lovers with a similar task – to sit through the no-frills stream for the longest.
There is a year’s worth of Beerfarm Hazy Pale on the line for the beer lover most devoted to the 48-hour stream, which will take place via YouTube between Wednesday 23 October and Friday 25 October.
Beersitters are tasked with keeping a sharp eye on the journey, tracking the beer’s progress throughout, sharing the experience with fellow beer enthusiasts and observing a few surprises along the way, such as secret codewords which give viewers a chance to win.
At the end of the journey, Beerfarm will be available on- and off-premise in New South Wales, before its first on-premise activity at Beach Road Hotel in Bondi.