When Interbrew feared the loss of the Heineken franchise, they saw an opportunity to create a standard British lager brand. One more suited to British tastes, attitudes and sense of humour, and that deliberately sidestepped the over-stylised credentials popular among the competition.
Building on the theme of, ‘British irreverence’, the idea was a sort of anti-brand that began with the logo and continued across copy and a range of other tongue-in-cheek communications.
Get Brewing Co. was the result. Inspired by that Great British institution, the car sticker, GB also stood for Gusty Banger. Other British icons included the garden gnome, Gnome Bonkers. A beer towel was emblazoned with Glass Buffer. A t-shirt said Gorgeous Barmaid. You get the picture. The brand made £1million on the test market before it even launched.