Aussie workwear and underwear brand Tradie has taken the next logical step in growing its blue-collared lifestyle empire – crafting its own line of beer.
Coming from the mind of Tradie founder (and self-proclaimed beer connoisseur) Ben Goodfellow, the new line of knock-off brews is made to “embody the heart and soul of Australia”.
“Tradie making a beer seemed like the next logical step,” Goodfellow said.
“With a huge amount of “hard work “developing our beers, we couldn’t be more proud to bring them to the Aussie market.
“Since I created the brand in 2010, I’ve always hoped to one day expand the brand into beer.
“We’ve always been about keeping things light, fun, and meeting the needs of our Tradie customers and now, they have a beer they can truly call their own.”
The new line was launched in classic Tradie fashion with a star-studded cast of Aussie sporting legends, including Essendon AFL player Sam Draper and pro surfers Jackson Baker and Matt Wilkinson.
The trio are seen having a classic ‘Tradie-style’ outback adventure – including camping, fishing and, of course, enjoying a cold beer.
“We had a blast filming new adverts in outback Australia with our incredible ambassadors. Give em a crack and see what you think!,” said Goodfellow.
Tradies underwear line featured a similar ad in 2019 starring Nick “Honey Badger” Cummins, Women’s Sevens Rugby star Charlotte Caslick and the professional freestyle skier and dual Winter Olympian Danielle Scott.
Kyran Docker, Creative Director of advertising agency The Incubator and the man responsible for the iconic Aussie ads, said they want wanted tradies to remember the fundamentals: “the red dirt under our feet, the cold beer in your hands and the mates by your side”.
Partnering with their fellow Melbourne Storm sponsor Brick Lane Brewing, Tradie Beer launches with three flavours: Zero Carb Lager, Lager, and Pale Ale.
Coles Liquor Business Category Manager for Beer, Nick McArdle, said this is one of their biggest launches of the year.
“We couldn’t be more excited to be first-to-market with Tradie,” he said.
“It’s a brand Aussies know and love, and we’re sure this is going to be a summer favourite with some amazing tasting zero-carb and full-strength beers.”
