Creative in association withGear Seven

‘A World Full of Flavour’ for James Squire

Craft beer brand gets digital platform from Publicis Mojo, The White Agency & Zenith Optimedia

Lion has launched ‘A World Full of Flavour’, a new content-driven digital platform for its leading craft beer brand James Squire, in collaboration with The White Agency, Publicis Mojo and Zenith Optimedia.

Produced in the style of an online magazine, the site encourages users to explore the world of craft beer through offering engaging content inspired by the real-life character of James Squire, Australia’s first brewer.


Through using storytelling techniques, a variety of content brings to life the spirit of James Squire and the world of craft by sharing tales of modern day rogues, their passions and the places that inspire them. It interviews people, similar to the modern day brewers of James Squire beers at the Malt Shovel Brewery in Camperdown, who embody the handmade and craft ethos – in their jobs, their hobbies or their everyday lives.


Brett Grebert, Craft Director at Lion said, “James Squire was, Australia's first brewer in 1798 and was a man who refused to play it safe, follow a straight line, or settle for the expected. As we continue to move into the digital realm and new forms of media, our objective is to create a fresh digital platform to bring the spirit of James Squires to life.”


Delivering a seamless experience across devices, each section of the site shares stories that embody the spirit of the ‘charming rogue’- sometimes irreverent, sometimes profound, but always entertaining and informative.


Andrew Davenport, The White Agency’s Managing Director commented, “With the craft beer category growing in its appeal, ‘A World Full of Flavor’ is a rich new territory through which James Squire will inspire a new breed of beer enthusiasts to slow down their busy lives for a moment and appreciate the exquisite nuances of the world of craft.”

“We love the fact that Lion are prepared to be daring and innovative with their beer brand marketing. The platform launch is just the beginning of a new digital strategy for Squires, which we are very excited about,” Davenport said.

Also featuring on the new platform is ‘Rogue Tales’, a series of webisodes produced by Mojo Motion, Publicis Mojo’s branded content arm, which tells the stories of six James Squire-esque scoundrels in a series of short form stories hosted by musician Henry Wagons. The films are evocative portraits of these six unique men, their crafts and philosophies ranging from a guitar maker cum motorcycle restorer, a rock climbing blacksmith or a coffee-consulting acrobat.

Grant Rutherford, Executive Creative Director of Publicis Mojo Sydney said, “As our clients continue to demand new ways to communicate brand messages , this is an exciting time to demonstrate our capabilities through Mojo Motion as we continue to shift from the perceived big brand model, to a more diverse creative offering.”



The new hub is supported by social and CRM and builds directly into the James Squire Brew Bar experience across the country. The ‘Rogue Tales’ webisodes, produced in conjunction with Hoodlum Entertainment and directed by Daniel Marsden, will seed online, supported with digital media via Zenith Optimedia.

Agency Credits:
Digital – The White Agency
Branded Content – Mojo Motion, Publicis Mojo
Media – Zenith Optimedia

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