Dirty Deeds

A story was put up today that fired a clear shot at small brewery branding in Australia.

This quote from new player on the market, Quiet Deeds’ co-founder Patrick Alè, will give you the gist.

“We were trying to create a really approachable craft beer that had ‘cut-through’ with its packaging – a modern design, that also had a flavour profile that didn’t alienate three quarters of the population.

“I think that’s one of the pitfalls of a lot of these craft brewers. They focus too much on the equipment and not enough on the actual brand, the packaging, the story, and getting the distribution right.”

Full story here: http://www.theshout.com.au/2013/03/25/article/Craft-brewers-neglect-branding-Red-Island 

As you may guess, that has rubbed a few people the wrong way. From a company who imports a sickly sweet cider, that admittedly is well branded and extremely popular, it reads as though they think good beer in Australia needs saving, and they are the ones to do it.

It reads as though they think the other players in the market need a lesson and they are the ones to teach.

It reads like patronising marketing bullshit.

There are many local brands that have great, clear branding, with a solid story. Admittedly there are some horrendous labels out there but many of them have great beer inside and are brewed by fine people who would rather put out quality product than get on their high horse about their competitors.

I’m offended on behalf of them (whether they want me to or not). I’m offended for the whole industry.

And you know what is really taking the piss? Their branding is terrible.

“Quiet Deeds… for those who would rather toast than boast”.

Come on bro. That’s what you’re bringing to the party?

And somehow the packaging is worse than their tag line. Some sort of floating yellow brick pattern over red text with a bold drop shadow.  That’s what they think passes for strong branding and packaging?

Your modern design looks more like a video game from the mid 90s.

Sorry Quiet Deeds but until you can prove that your here to be part of what is one of the friendliest, most interesting and exciting scenes happening globally – and not enter the market with insulting jibes about the people who have worked hard to contribute to this amazing industry; then you don’t get my respect.

You might not want to “alienate” anyone with flavour, but you are already alienating us with your spin.

Part II is up here: http://aleofatime.com/2013/04/23/dirty-deeds-ii-the-cleanening/

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8 Responses

  1. Patrick Ale says:

    Hi Luke

    Thanks your feedback on Quiet deeds. My intention was not to be patronising and act like I know more than the many great craft beers out there, I was simply trying to highlight that branding and distribution are important but perhaps not brilliantly conveyed as a result of the particular quotes In the shout article. Not to say that there aren’t craft beers doing this already, some of my favourites in fact are stone and wood, moo brew, 4 pines, vale ale to name a few. Appreciate your feedback though on the packaging, if you’re interested in tasting the beer so you can get a complete picture of quiet deeds let me know and I’ll get some to you. Wouldn’t mind your feedback on the flavour good or bad?

    Patrick Ale

    • Hi Patrick

      Thanks for taking my criticism in stride. I’m not a huge fan of taking beer for review on the site but if you want honest feedback I’m more than happy to.

      Maybe we should sit down over a beer and I can get your side of the story for a more in-depth piece? I’ll drop a line to your email.

  2. girl + beer says:

    Great read Luke and look forward to reading the follow up if you get to catch up with Patrick. Nice to see a conversation start up between open minded people.

  3. Stu as "Stu" says:

    I thought similar things about their packaging but each to their own, I guess.

    He does make a good point about a brewery’s brand. I think there are a fair few really good breweries in NZ that are falling short of potential based on their brand (particularly their bottle labels… Shelf appeal is so important).

    I had a slide in my ANHC presentation that read “Brand > IBU”. I talked about going through a time where I looked for a term, any term, that I could use to describe myself as a homebrewer without saying that word. Homebrew has a bad “brand” because of the stuff we all generally tried (or made) first. It relates well to craft beer too… If your brand doesn’t strongly portray who you are, and what you do, then you’re unlikely to get folk tasting that glorious product within the bottle.


  1. April 23, 2013

    […] a follow up to my last post, Dirty Deeds, I sat down and spoke with one of the guys behind the beer, Patrick Ale (you could say we had an […]

  2. May 31, 2016

    […] Quiet Deeds first came into the market I took issue with some comments co-founder, Patrick Ale, made about branding in beer. Since then I’ve sat […]

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