Unpale Ale

Introducing the world’s first self-tanning beer

With marketing departments, the world over, vying for attention - standing out on April Fools' Day has never been harder. For Bridge Road Brewers, our challenge was to create an idea that sat nicely under their ‘Quietly Confident’ platform. April 1st marks the transition from the tail end of summer to the dreaded onset of Melbourne’s winter. Formulated with natural beta-carotene compound, this beer promised to give Melburnians the confidence of a year-round glow. It’s tan in a can, but not as you know it.