Lord Nelson positions flagship beer for more mature amber lovers

The Lord Nelson is looking to differentiate itself in an increasingly crowded craft beer market.

Australia’s oldest pub brewery is campaigning to highlight the traditional nature of its beers in a move it hope will elevate the position of its Three Sheets Pale Ale.

It is also aiming at a more mature market, flagging ‘raising’ the drinking age for its flagship beer to 35+.

That’s not to say it won’t serve beers to those under 35, however Lord Nelson Managing Director Blair Hayden has stated he is targeting a more mature palette.

“Three Sheets Pale Ale remains our flagship brew and is testament to being true to ourselves and not following trends and “in” styles,” Hayden said.

“While our decision might affect sales, we know that Three Sheets customers are loyal, and until the young ones cut their weird drinking habits out, it’ll be reserved for the over 35s.”

Thew tongue in cheek campaign is designed to celebrate the special nature of Lord Nelson’s beers.

“We make pure beers, and we love that and are proud of it. And people have forgotten that,” he told Brews News.

“They can go and have their sours and cherries and pavlovas and whatever they want, that’s fine. We just want to celebrate that we’re sticking to our guns.

“We’re proud of that, so why not say that and have a laugh while you do.”

Creator of the campaign creative director Gavin Chimes of Howatson+Company, said, “For craft beer lovers over 35, it’ll drive loyalty. For those under 35, it’ll drive intrigue. After all, what better way to make someone want something than by telling them they can’t have it?”

The campaign is also part of the relaunch of The Lord Nelson which came off market last year after a drawn-out sale process.

 Jonathan Jackson - 9-3-23