The first Good Beer Week had The Great Beer Debate. Sydney Craft Beer Week championed the concept of Beer Mimics Food and I’m sure other Beer Weeks can be credited with discovering various new beer-related events.

Having been involved in the planning and execution of some of these ground-breakers I well know that there are people out in the beer world who want something other than the beer tasting/beer dinner/tap takeover style event – if for no other reason that it just might attract ‘non-beer’ people over from ‘The Dark Side’.

With this aim in mind, The Brewin’ Transfer was born. Loosely* based on the similarly named TV program from the mind of Andrew Denton, The Gruen Transfer, The Brewin’ Transfer was a concept based on the public’s love for dissecting and analysing advertising techniques. It was also a great opportunity to explore the mind of the creatives who have dreamt up some of our favourite advertising moments.

Conceived, developed and written after a few beers with Brews News Editor, Matt Kirkegaard, The Brewin’ Transfer was planned for this year’s Good Beer Week but lack of a suitable venue put the project on hold for 12 months. The opportunity to run a ‘proof of concept’ demo was realised when Ian Kissane from Kerbside in Brisbane’s Fortitude Valley took the chance and offered to host the ‘pilot’ during Queensland Beer Week.

An ‘off-Broadway soft-opening’ was the perfect forum in which to trial the show in readiness for the Gala unveiling at a yet-to-be-announced venue in Melbourne next May. Special industry experts were tricked into appearing (the lure of free beer is not to be underestimated) and a collection of beer ads both old and new were cut and pasted, checked and timed.

Matt and I knew the idea worked well in our heads, and even on paper, but we were also well aware that this sort of gig works only as well as the talent of the panel will allow. In this respect we struck beery gold with an inspired – and inspirational – desk-full of marketing, advertising and creative minds. After the first minute (truthfully? After the first video slide worked without crashing) and the first giggle from the sold out room, we knew we had chosen wisely.

Dude Food, anyone?

Jamie Cook is well known to most readers here and his background in marketing, his experience with the two big breweriesand his current role at Stone & Wood made for some insiders experience and creative skill wasboth informative and insightful.

Likewise, Brett Grebert, recently appointed head of craft for Lion, gave the crowd a feel for what the brewery is aiming to achieve with different campaigns, slogans and characters. Matt played the role of Todd Sampson beautifully (despite the absence of snappy sloganed t-shirts) and came at the discussion with a journalist’s keen eye and the sharp cynicism for which he is famous.

The token ‘non-beer’ guy was Creative Director of Brainheart, Rem Bruijn and, arguably, the crowd favourite. Witty, sharp and blessed with that rare talent for knowing shitloads without appearing a smartarse, Rem took us all through the fascinating world of ads and concepts and marketing tricks and generally guide us through the maze of creative thought. He is also a master at dead-pan delivery and the seamless inclusion of the running gag to keep things alive. Thanks, Dick Marks.

All eyes on the big screen (of bedsheet) as Brewin’ rips into the beer ad world

The feedback proved that The Brewin’ Transfer is a concept with potential. By that of course I mean the potential to be ‘scaled-up’ and presented to a wider and larger audience as well as for having the potential to be the target of copyright proceedings. {G’Day Andrew Denton, we all love and respect your fine body of work and the Brewin’ Transfer is strictly an homage and not at all a piss-take. PM}

The punters commented on the insights gained and the lessons learned and whether or not the free flow of fine craft beer and gourmet nibbles contributed to the ‘glow’ I’m not sure, but one thing is for sure; when tickets become available for The Brewin’ Transfer during GBW next May – get around em’!**

**Pete Mitcham co-wrote and hosted the Brewin’ Transfer so he may be a little biased as to its true value.

*By loosely I mean 100% completely derived from…but with respect.