DB Export Beer returns for 50th anniversary

Media release                                                                                                

For release 7 October 2010

Make way for the Big One

Iconic DB Export Beer returns for 50th anniversary celebration

DB Breweries is marking the 50th anniversary of its iconic DB Export brand with a big statement.

The brewer is proudly bringing back the original quart-sized DB Export Beer for a limited period in two-packs and single bottles. Around 100,000 two-packs will be sold through supermarkets and specialist stores, while individual quart bottles are being sold at 300 bars nationwide.

The iconic 5.35% alcohol beer has been brewed by DB’s current brewers to the original recipe first developed five decades ago by former master brewer, Morton Coutts. It also sports the original 60’s label design and the iconic beer’s history on the exterior packaging.

DB Export marketing manager, Dave Shoemack believes Kiwis will be tripping over themselves to get their hands on the limited edition beer which represents an incredible turning point in New Zealand history.

“Some might think the story behind DB Export is as tall as the quart bottle itself but in fact, it’s 100 per cent true. The remarkable story behind the brand is being told through a movie-quality television commercial going to air today (Thursday 7 October).

“The commercial is set in the 1960s and details the untold story of DB Export and how it went on to conquer the brewing world. We’ve created both a 90 second launch version and also a five minute version that tells the extended story. The longer version will be available exclusively online on the DB Export website, dbexportbeer.co.nz.”

Shoemack says the commercial tells the extraordinary but true story of how DB’s former master brewer Morton Coutts was given a ‘tall order’ in 1958 when then Finance Minister and ‘puritanical bore’ Arnold Nordmeyer outraged New Zealand with his so-called Black Budget. The budget was a miserly piece of work that taxed the importation of the world’s best beers so heavily that no ordinary man could afford to drink them.

“After hearing news of the budget, the inventive Morton came up with a cunning plan to help average Kiwi beer drinkers who were outraged by the new tax,” Shoemack explains. “Morton quietly set about creating a beer that would not only avoid the import duty, but would also hold its own against the world’s best beers.

“This true ‘Kiwi battler’ story led to DB Export Beer rolling off the production lines in 1960 at which time a nationwide ‘cheers’ could be heard from happy Kiwis who were once again able to buy a decent beer at a fair price. DB Export was born,” he says.

“Now 50 years later, another generation gets to experience the beer that took on the government and won not just the hearts of Kiwis but international acclaim as well.”

The re-released limited edition DB Export Beer bottles contain exactly the same brew that made the Europeans wince back in ’68. That was the year it romped home with the International Brewing Awards ‘Brewers Championship Challenge Cup’ for the best beer in the world putting DB Export – and New Zealand beer - on the world stage. 

DB Export beer was the precursor to the DB Export family of beers – Export 33, Export Dry and Export Gold – which have since won dozens of gold medals and trophies in competitions around the world. The family is looking sharper than ever after being given a make-over in honour of their founder.

The beer in Export Gold, Dry and 33 bottles remains the same great brew but Gold has graduated from a stubbie to a long-neck bottle. Its packaging has also been redesigned to deliver an honest, proud and modern look and feel.

Sophisticated new packaging for Export Dry means the former under-stated premium beer now sports a look that matches its international status. It’s also available in both 12 and 15 packs having previously only been available as a dozen.

A focus on Morton’s original budget-beating vision: ‘let nothing come between a man and a great beer’ has also been incorporated alongside the DB logo which has been reintroduced to the brands’ design injecting authenticity and heritage cues. A copy of Morton’s signature has also been added to acknowledge the pivotal role he played in developing the Export concept.

Shoemack says extensive research was conducted before Gold and Dry’s new look was finalised.

“The new design-led look and feel reflects Export’s place in the modern market, while simultaneously emphasising its proud heritage – things our drinkers tell us they value. And there’s no question about the taste. We haven’t changed it at all because we know it’s exceptional. It has the awards and 50 years of heritage to prove its quality. The new look is different; but you’ll always recognise the brand.”

he new-look DB Export family, including the limited edition DB Export Beer, is available nationwide throughout selected supermarkets, bottle-stores and bars. To find out more information or to view the epic full story, visit www.dbexportbeer.co.nz

You can also check out DB Export on Facebook.

 
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