Sydney-based brewery Bondi Brewing Co has teamed up with franchise group Jim’s and has launched a lager brand – Jim’s Lawn Lager.
The unusual collaboration was inspired by the hardworking lawnmowing workers in the country who work for Jim’s. The brew is described as a mid-strength beer that’s “crisp” and “big on malt”.
“We have taken one of our popular mid-strength lager recipes and adjusted the grain bill to get it a bigger malt backbone,” said Paul Parks, founder of Bondi Brewing Co.
“This has resulted in a well-balanced, crisp and refreshing full-flavoured beer; perfect after a long day cutting grass.”
Joel Kleber, chief marketing officer at Jim’s Group, added that the new lager label is a nod to the mower’s hard work in keeping gardens and lawns tidy.
“When you need to get your lawn done, Jim’s Mowing is the one people call, and that’s what this new lager signifies,” said Kleber.
Jim’s Lawn lagers are available exclusively on Boozebud for RRP$75 plus shipping for a case of 24.
This article was first published on sibling website Inside FMCG.