New Kiwi “National Park”………
A report in The Dominion Post says that New Zealand is about to get a new national park – but this one will be awash with beer.
Tui Breweries, in the small Tararua town of Mangatainoka, is building a $500,000 “Tui National Park” that requires planting 4000 square metres of lawn and 2000 native plants, building a museum and clearing buildings so its brewery building looks like the one in television advertisements.
DB Breweries commercial manager Nick Rogers said the public realised that the “gorgeous women” in the commercials did not really work at the brewery – though the head brewer is a woman – but many were disappointed that the art deco building was surrounded by drab iron sheds.
“We were getting grief about the tower and decided to do something about it.” I want people to be able to lie on the grass in the sun in front of the building, or kick a ball around.” “It’s a big boys’ playground.”
The refurbishment in expected to be completed by Christmas, and the management were full of off-the-wall ideas such as running a flying fox from the top of the building across the Mangatainoka River.
The beer has been sold locally since 1889, but national sales sky-rocketed since irreverent advertising campaigns began in the 1990s.
Mr Rogers said Tui was now DB’s biggest brand, the largest selling beer in the central North Island, and one of the only beers to show substantial growth in New Zealand.
The brewery’s cafe attracts more than 27,000 people a year, some of whom pray to the building, aping a commercial that last ran in 1999.
A Report by The Mole from The Dominion Post
John Alwyn-Jones
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