It took the Matilda Bay brewers 27 batches to create a beer that met their master brewer’s standards: the Original Ale. To promote this perfect brew, a range of near-perfect rejects were released as the Rejected Ales range – the best beers you were never meant to taste. Each of the 27 cans told a story of its rejection, brought to life in fridges, outdoor, press, film, radio and sample packs for journalists and influencers. Rejected Ales and Original Ale were distributed in leading drinks retailers, allowing beer lovers to discover the journey to perfection. The campaign resulted in a major sales increase of the Original Ale, as can be seen in the case study.