Always Something Brewing

TUI Beer

Issue 29 | December 2013


Tui was New Zealand's most popular mainstream beer, liked for its hardcase ads and cheeky attitude. In 2013, the brand was relaunched with a new brand platform, "Always Something Brewing." The intention was to transform Tui from a traditional "storytelling brand" into a more modern "doing" brand. The mission: to continually find ingenious ways to get the lads together for a few beers. This re- sulted in a bold, confident new approach with beer firmly at the centre and laughs to the fore.

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