Gather ideas on what a brewed version of New Zealand's capital would taste like. Set hobbyist brewers to the task. Take the best of the brews and get pro craft brewers to make retail versions. Sell the results. Bloody brilliant idea if you ask me. Oh, did I happen to mention they're brewing actual beer inside an advertisement?
That's Wellington In A Pint in a couple of sentences. The brain spawn of advertising company Clemenger BBDO, the campaign's main objective is to boost tourism to the enduringly wet city, going by the fact that Positively Wellington Tourism is in on the gig.
It started with a series of questions posted on Facebook and Twitter, as well as vox pops with the inebriated public. It now seems to have transitioned into the "Brew" stage, where the flavours will be perfected by anyone willing to have a crack. From there, the four best will be selected and handed over to boutique NZ brewers ParrotDog, Garage Project, Tuatara and Yeastie Boys.
Finally, on July 27, the beers will be made available for sale. Going by the video, Wellington may end up tasting like salt caramel, wee and LSD. If only it wasn't so darn "subliminimal".