We were asked by James Squire to celebrate the life of Australia’s first brewer and bring to life their creative platform, Taste It All so we created a rich, story-packed, beer banquet – complete with content production, social strategy, influencer engagement and media relations.
James Squire was not just Australia’s very first brewer. His colourful life and character inspires the stories behind each beer brand in the James Squire family. To celebrate these stories we recruited food artists, Bompas & Parr as creative partners and together devised a seven course degustation dinner that challenged conventional culinary thinking. The result was the world’s first ‘Edible Biography’ – an incredible banquet experience that brought the story of James Squire to life through food, beer and theatre.
Held in the Cell Block Theatre of the old Darlinghurst Gaol, Edible Biography took guests on a multi-sensory journey unlike anything seen before in Australia. With ARIA Catering on board to ensure the food experience was amazing, our beer-focused feast was interspersed with drama that drew inspiration from both James Squire’s extraordinary life and the brand’s content platform.
80 VIP guests attended, including leading lifestyle media, bloggers and influencers, who were each treated to full-flavoured food, beer and storytelling, and were encouraged to share their #ediblebiography experience in return. We also developed engaging, high quality content to capture the night’s narratives and provided this to media and influencers. This further drove conversation, credibility and outreach, expanding Edible Biography’s impact way beyond our guests.
Deconstructed Beer Wellington served with parsnip cream, wilted sautéed spinach and glazed baby carrots paired with #JamesSquire Nine Tales Amber Ale, hand-crafted with Pale and Crystal malts and distinctive hops for a long, slightly nutty finish (photo by #iatemywaythrough contributor @zenf1) #EdibleBiography