Australia’s oldest continuously operating brewery, located in the foothills of Mount Wellington in Tasmania, had the purity of ingredients to produce a true premium beer that would compete with the market leaders on the mainland. Such was its success, the company was acquired, ensuring its long-term future in the marketplace.

The mythical Tasmanian Tiger was used as a key visual element in the initial packaging while its presence has been constant, it has been renewed on a number of occasions, modernising the packaging to keep pace with the marketplace. Further extension to the brand presence came with the introduction of the original brewery as its trademark, taking pride of place on the packaging.