Branding Beer For Up Here

CUB’s most successful NPD and one of Australia’s most successful modern beer brands. Fluid developed the Great Northern brand from idea through to launch, creating an enduring iconic brand.

– Brand Strategy
– Brand Identity
– Brand Narrative
– Packaging
– Marketing Collateral
– Strategy NPD


CUB had lost market share to competitor XXXX Summer, which was a hit with a new mixed-gender audience who preferred lighter beers over CUB's classics. With XXXX Summer marketed as a low-carb, full-strength, and refreshing alternative to mainstream beers and a "Bring On Summer" TV and print campaign CUB needed a new brand to connect the Australian spirit of summer with new buying occasions.

23% of Volume

Across Australia

10 Million Litres

Sold Nationally


Fluid Branding created a range of new beer brands based on lifestyle occasions like surfing, fishing, and camping. The brands were selected from CUB's existing portfolio through qualitative testing, with a focus on a Queensland-centric appeal due to the warm climate. The final choice was Great Northern Brewing Co, a 1920s brewery located in Cairns.


The brand launched in Queensland pubs and clubs. Once the brand gained traction, a mid-strength was introduced. The brand was cemented in Queensland, supported by ‘The Beer from Up Here’ campaign, created by George Patterson YNR. The beer expanded nationally in 2015, growing to 10% of the total beer volume sold in Queensland, and 23% nationally in 2018.

Great Northern was named winner of the New Product of the Year Award at the 2015 Australian Liquor Industry Awards and won Best Sales Achievement at the 2017 Australian Drinks Awards. The brand has sold 10 million litres since going national in 2015.

“Fluid has been a tireless strategic partner on a great many high priority innovative lines of enquiry across virtually all categories in which CUB is active. I would also highly recommend Fluid for their eternally positive, optimistic, friendly, nothing is too difficult approach.”

Greg Hall, Innovation Manager CUB

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