WHITE RABBIT GOES RED WITH FIRST AGED BEER RELEASE IN VICTORIA AND GEELONG
Happily nestled into their new home in Geelong, the team at White Rabbit have been busy developing White Rabbit RED, the first beer to come from their speciality Barrel Hall program.
White Rabbit RED is ‘barrel aged’ which means it’s a subtle blend of two beers; the first is a wild fermented brew aged in wooden oak barrels, allowing it to take on a depth of flavours. A portion of this is then blended back into a fresh, younger beer – the end result is a refreshing combination of tart cherry and red-wine like complexities. With its innovative style and ingredients, White Rabbit RED perfectly embodies the brewery’s philosophy of “Fermentation with Imagination”. White Rabbit Red Ale is only available on tap in select venues throughout Victoria and from the White Rabbit Brewery in Geelong.
To celebrate the launch of White Rabbit RED and increase awareness of the newly opened White Rabbit brewery, bespoke media kits were delivered to a range of local Geelong and national media. The campaign resulted in a combined reach of over 1.4 million across online outlets and social media channels.