AUSTRALIA – Three-time world surfing champion Mick Fanning and Balter Brewing Company have bypassed traditional bookstores to launch “Beers do come true: the definitive guide to achieving your beers” in a uniquely fitting way: making it available through Aussies pubs and bars. The book is made entirely from beer coasters, with each page acting as a detachable sample of the full publication and, also, as a coaster.
A first of its kind, it is “a book on beer, that you can put a beer on.” With one beer enthusiast and literary critic saying, “This truly elevates beer. By up to two and a half centimetres.”
Launched in conjunction with the brand he helped found, Balter Brewing Company, this is the first in a series of Balter Pub Publishing books.
Fanning author says “This book is for all those seeking inspiration to get a beer. And yearning for a place to put that beer.”
The book is a witty, sometimes absurd, slightly philosophical, but always tongue-in-cheek, take on beer and how to get one. Making it a wonderful parody of all the self-help books that flood the market every new year.
The book opens with a three-step philosophy printed across the first coaster: “Believe you can have a beer. Ask for a beer. Receive a beer. B A R.” This sets the tone for what follows.
From there, the pages offer a run of satirical philosophical lessons. Everything from “They don’t call them taste buds for no reason… get a beer for those who can’t speak for themselves, your silent mass of mini mouth mates” to meditations such as “Beer has existed for over 10,000 years, and you’ve somehow managed to show up at the exact moment when it’s the best it’s ever been… at a pub, during opening hours no less.”
The Beers Do Come True book will be available at selected venues that stock Balter from mid-January, making it the perfect summer read. Customers can also order the book online at the Balter website for $15.
SGenna Nibaldi, Head of Marketing, Balter Brewing Company says “Having a Balter Cerveza, or any Balter for that matter, looks so incredible you might think that – like most incredible things in life – it’s really hard to achieve. But good beer is a dream everyone can attain. That’s why World Champion Author Mick Fanning wrote Beers Do Come True, an indispensable guide to the beer getting process.
“We also believe that coasters are overlooked as a medium. Sure, they’re absorbent, but we wanted to see if they could also be absorbing. So, we partnered with Mick to create a book on beer, that you can also put a beer on. Which is great, because you can’t drink in a library, but you can read in a pub.”
Matt Lawson, Chief Creative Officer & Founder, ATime&Place, comments “Did Balter and Mick just create a new distribution channel for books, whilst also inventing a new way to construct them? Or, did we just put a few cents of binder’s glue on the side of some coasters? We did both! Turns out, publishing isn’t dead, it’s just gone to the pub.”
Credits
Client: Balter Brewing Co
Head of Marketing: Genna Nibaldi
Creative Director: Ben Trueman
Brand Manager: Cass Risteski
Production Assistant: Amber Paki
Art Director: Nelson Nokela
Trade Marketing Manager: Penny Cameron
General Manager: Trent Aldons
Creative Agency: ATime&Place
Chief Creative Officer: Matt Lawson
Executive Creative Director: Charles Baylis
Creative: Andy Matthews
Senior Designer: Caity Moloney
Senior Finished Artist: Ian Lewis
Head of Broadcast: Marlese Byfield
Senior Producer: Christina Dess
Head of AI & Motion: Rob Weir
Chief Executive Officer: Adrian Mills
General Manager: Britt Rigoni
Planning Director: Sally Denniston
Account Manager: Evelyn Dalton
Production: ATime&Place
DOP: Nick Rieve Kilogram
Second Camera: Nathan Prostramo, Nearby Studio
Sound Recordist: Mannin Allen-Scott – Kilogram
Gaffer: Ben Russell – Kilogram
Online: Crayon
Sound: Squeak-E Clean
Print: Advent Print Media
