The program has grown almost 500 percent in size since launching in May 2011. In 2017, its lineup is going to feature guests from around the world – big name chefs, live music and even a fashion show. Much admired brewery Moo Brew are one of the acclaimed breweries that will be getting in on the action.
Moo Brew began in 2005 when David Walsh, founder of MONA (Museum of Old and New Art), found a beer bottle he liked while travelling overseas and decided he’d need to build a brewery to fill it. Since then, Moo Brew has designed some remarkable bottles that feature exclusive artwork by Australian artist John Kelly, crafted to an exceptionally high standard by a team of brewers led by Dave Macgill. We caught up with Emma Lenck from Moo Brew about their plans for Good Beer Week.
“A huge thing that we’re doing is putting all of our beers into cans,” says Lenck. “This will be the first public display of the cans. We were having a party anyway but we thought, ‘Let’s get these cans out there.”’ While Moo Brew is well known for their custom crafted beer bottles picked by Walsh, this Good Beer Week they’re launching their entire core range in 375ml cans. They’ll be throwing a party at Carlton’s Great Northern Hotel to celebrate. “At MONA, there’s a lot of music happening, so having cans is a way better fit,” says Lenck. “You’ll see Moo Brew popping up at a lot of venues tying in with music, festivals and gigs a bit better.”
In 2015, Moo Brew’s first foray into cans was their 440ml Single Hop, featuring artwork by Australian artist John Kelly. Single Hop is a Tasmanian Pale Ale and has been a huge success amongst Hobart locals, featuring at MONA’s summer and winter festivals. However, Moo Brew’s party at the Great Northern is going to pay homage to the whole range, with kegs, bottles and cans of beer, including the staple seven and seasonal releases.
The tinnies will all have fresh new looks without losing the artwork of Kelly. “The cans are going to feature the same artwork [as the bottles] but mashed,” says Lenck. “In true John Kelly style he would take an image and then recreate it in his own style, and we’ve got some designers to do the same thing. So the cans are going to look a little bit different, but still very much have those artworks attached to each style.”
Moo Brew have also recruited MONA’s DJ Dameza, a pioneer in the fine art of live audio-visual technology and performance. He’ll be joined by Head Chef Vince Trim to come over on the Spirit of Tasmania for the event, with the Heavy Metal Kitchen in tow. “We’re bringing it all over which is going to be awesome. He’s going to do some slow cooked meats and has even prepared some huge pigs that he’s going to string up in front of his wall of fire.”
Moo Brew will also feature at the ArtTASan Long Lunch at Pure South for Good Beer Week on Friday May 19, kicking off at noon. Tickets include complimentary beers to match three Tasmanian inspired courses, with head brewer Dave Macgill settling in for an afternoon of beer talk. After the Pure South Long Lunch, the Moo crew will be headed on to the Great Northern for their Moo Party from 3pm. This one’s free.
By Katerina Paltoglou
