James Squire.
Ordinary Be Damned.

Not just a brand refresh for Australia’s oldest beer, but the creation of an entirely new category.

With a roguish charm, James Squire crammed several remarkable lifetimes into one. All these years later, his beer dominates the craft category but with so many new players moving into the craft space there was little room for growth. So with one audacious act we brought James Squire back to life to take on a whole new competitive set, the pretentious world of premium beer by saying, Ordinary Be Damned and forging an entirely new category all of our own: Premium Craft.