Would you go to a pub with no beer?
Imagine going to the bar and ordering a beer but they had none. Maybe they offer you a glass of wine or cider as an alternative - You would be outraged! It may sound ridiculous, but more Aussies experience this exact scenario than you might think.
11% of pub goers avoid gluten entirely and another 14% choose to avoid it when there are alternatives available – that’s 25% of our population that all too often feel the frustration of ordering a pint of beer and get left unsatisfied with alternatives. Would you go to a pub with no beer? No, neither would we.
No one needs to miss out on the bar shout
We don’t want anyone to miss out on the bar shout, even if you are avoiding gluten. brewing with alternative grain malts so all our beers are 100% gluten free.
If you have been out to eat with friends and asked for gluten free options, you are no doubt already familiar with feeling that frustration of being offered an alternative that you really don’t want. That could be a burger served without a bun, fish and chips without any batter, or a cider when what you really want is a beer. You are left feeling like the venue doesn’t really want you there and you feel like you are not getting the same experience as everyone else.
It’s often the person with special dietary requirements that will choose where their group goes to eat and drink, so by not thinking about this customer set venues are effectively turning customers away. We wanted our new advertising campaign to not only highlight the frustration of the consumer, but also the lost custom businesses are suffering by not offering suitable gluten free options.
Just because people are avoiding gluten, that doesn’t mean they don’t still want a refreshing beer with friends. So, CHEERS! to great beer that everyone (over 18) can drink and “the shout that doesn’t leave anyone out”!
The campaign launch coincides with Coeliac Awareness Week (13 – 20 March), a Coeliac Australia initiative to raise awareness of the auto immune disease and encouraging people to get tested. 1 in 70 Australian’s are thought to have Coeliac Disease, yet only 1 in 5 are diagnosed.
