Creatives Chris Hince and Andy Segal’s spot for Sailors Grave wins third annual Brewin Transfer


As part of Good Beer Week, the Cherry Tree Hotel in Melbourne’s creative hub of Cremorne, held its third annual Brewin Transfer. Micro-breweries were asked to submit a beer ad aimed at an audience ordinarily neglected by the big breweries. The budget was once again $2,000.


This year, there were nine fantastic entries from craft brewers, Moo Brew, Exit Ale, Sailors Grave, Mountain Goat, Blackmans, Kaiju!, Bridge Road, and Cherry Tree’s own Piss.

The beer ads were aimed at diverse audiences such as the blind, LGBTQI, and even rich banker wankers. The winner which took out both the Panellist’s Award and the Audience Favourite, was for Sailors Grave, by creative freelancers, Chris Hince and Andy Segal.

Says Jim Ritchie, creative director, Bastion State who was one of the judges on the night: “The Sailor’s Grave spot did something remarkable. Not only did it speak to two marginalised audiences, its perfectly balanced execution, which combined warmth, wit and a neat twist, succeeded in achieving something greater. It taught us a lesson about our own preconceptions. It taught us not to presume. It reaffirmed in a deft executional touch that love is love. Ten out of ten from me.”

Sailors Grave owners Gab and Chris were proud of the win: “We’re a small microbrewery in far East Gippsland and we pride ourselves on sourcing unique ingredients from the bush. We respect the land with Indigenous Yuin elder Noel Butler helping us harvest our ingredients. This ad celebrates our Sailors Grave philosophy of diversity in everything we do.”

Says Chris Hince, creative: “This ad wasn’t just about portraying marginalised gay or indigenous audiences. We also wanted to make people stop and question their own prejudices.”

Says Andy Segal: “You can’t just slap binary labels on people anymore. We are all proudly unique.”

Click here to view all the Brewin Transfer entries.

Client: Sailors Grave
Creative: Chris Hince & Andy Segal
Accounts: Susan Richiardi
Production: The Producers
Directors: Tov Belling, Lou Quill
DP: Katie Milwright
Casting Naomi Mendoza
Post: Manimal (Ryan Brett, Kate Reynolds & Hannah Byrnand)
Sound Mix: Front of House (Calum Kenihan)
Camper 1: Justin Grant
Camper 2: Corey Brunskill
Horse 1: Anzac
Horse 2: Nook