Better Beer Packaging

Australia's biggest beer launch in 2021, Better Beer is the product of a joint partnership between social media influencers The Inspired Unemployed and Mighty Craft’s Torquay Beverage Company.

– Packaging
– Marketing Collateral
– Tone of Voice
– Digital Design


Fluid was approached to bring to life the Better Beer brand assets across all touchpoints for the brand including future-proofing the range portfolio for potential extensions.

No. 1

Biggest new beer 2021

Sold Out

Demand outpaced supply with stores selling out across Australia


The project scope included packaging, marketing material and creating a tone of voice to complement the comedic repertoire of the Inspired Unemployed. Fluid developed a secondary visual language built on the distinctive packaging assets for point of sale (POS) collateral and designed an e-commerce website. Fluid created a set of design rules that informed a complete brand architecture, empowering Better Beer to expand its portfolio in the future effectively. The first extension was a ginger beer launching in early 2022.


Better Beer was a runaway success, selling out in retailers across the country. It was the most successful new brand beer launch for 2021 with a predicted 3 million litres to be sold in 2022. Better Beer also secured a top 10 spot in the GABs awards after less than 3 months on the shelves.


– Packaging
– Marketing Collateral
– Tone of Voice
– Digital Design

Download Case Study

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