Gage Roads Launch
Launching a new beer in Australia's crowded mid-strength category means cutting through established loyalties and shelf fatigue. Gage Roads hired New Beach to give Huey Coastal Mid a launch campaign worthy of its coastal credentials, from product shoots to a hype moment that got the East Coast talking.
Year
2026
Industry
Beverages
Role
Content & Creative, Marketing
Results
600K
bottles sold in 14 months
1.9M
Social reach in 27 posts
Challenge
Australia's mid-strength lager market is one of the most fiercely contested shelves in the country.
Dominated by household names with decades of brand equity and deeply patriotic drinkers who don't switch easily. Huey had a genuinely differentiated product story - Australia's only all-natural clear lager, brewed without ultra-processed ingredients or preservatives - but that story needed to land fast, loudly, and in the right cultural context to cut through. The challenge wasn't just awareness; it was earning credibility with a coastal lifestyle audience that can smell inauthenticity from a mile offshore.
Solutions
Content & Creative
New Beach led the creative ideation, production and social campaign for the launch - coordinating video, photography shoots and graphic design for a suite of assets across retail, venue, and digital.
If you want to make noise on the Gold Coast then you invite the Mad Hueys to put on a launch event. The event at Kirra Beach House was huge and gave Huey its East coast moment, with New Beach producing hype video content that captured the energy and extended the reach well beyond the room. A strategic social media campaign kept the momentum going post-event featuring the Gage Roads surf team of Jack Robinson and Jacob Willcox, The Mad Hueys and a host of East Coast icons to embed the product firmly inside the culture it was made for.
