A client win for Comms 101 that had us raising a glass (or two) – Urban Alley Brewery, previously known as Once Bitter.

Proof of the importance of maintaining relationships and also focusing on brands that you believe in, this client partnership came about following a successful client event that they were apart of. As soon as Comms 101 Director; Lisa, tasted the beer and began working with its founder, she knew that this was truly something special and something that Comms 101 would be honoured to be involved with!

Since its launch in 2016, Once Bitter Urban Ale has been treating the tastebuds of Melbourne’s young, aspirational corporates with its locally brewed, high-quality and flavourful craft beer. Now founder, Ze’ev Meltzer’s thirst for innovation has lead to the exciting rebrand and launch of Urban Alley Brewery its flagship product – Urban Ale.

A celebration and tribute to Melbourne’s laneway culture and industrial history, Urban Alley Brewery, located in The District Docklands, officially opened its doors in September 2018 and Comms 101 was enlisted to manage the press relations and event management for the launch.

“It is both a great privilege and responsibility being a brewer. People deserve good beer and as brewers we are simply the vehicle to bring them what they rightfully deserve. With sustainability being at the centre of what we do, we are highly focused on process and quality control to ensure we are producing the highest quality and most consistent products. For me, brewing is unique in the way that it allows for ultimate creativity whilst being rigidly scientific. I am excited to bring the market some truly unique products that will hopefully become some of Australia’s favourites” explains Urban Alley’s Head Brewer, Shaya Rubinstein.

Urban Alley’s beers can be found in Melbourne’s leading venues across the city and suburbs including Naked for Satan, The Smith Prahran, The European Bier Cafe, The Emerald Peacock, plus more.

Urban Ale cans are also available for purchase via leading retailers and bottle shops, including: Liqourland’s, IGA’s around Victoria.

For more information visit urbanalley.com.au.

Hollinshead Comms 101 worked on a retainer across PR and social and is also providing event management on the offical VIP launch event in September 2018.

Coverage was secured in outlets including Time Out, Broadsheet, Urban List, Beer & Brewer, The Age, Herald Sun and many more!