DB Breweries is celebrating the 50th anniversary of New Zealand beer DB Export, with bringing back the original quart-sized DB Export Beer for a limited period in two-packs and single bottles. The DB Export beer has been brewed by DB’s current brewers to the original recipe first developed five decades ago by former master brewer, Morton Coutts. It also sports the original 60’s label design and the iconic beer’s history on the exterior packaging.
Also DB launched 90-second commercial and short film which set in the 1960s and telling the story of the beer’s creation by company founder, Morton Coutts as narrated by his barber.
In 1958 Finance Minister and ‘puritanical bore’ Arnold Nordmeyer outraged New Zealand with his so-called Black Budget. The budget was a miserly piece of work that taxed the importation of the world’s best beers so heavily that no ordinary man could afford to drink them.
After hearing news of the budget, the DB’s former master brewer Morton Coutts came up with a plan to help average Kiwi beer drinkers who were outraged by the new tax. So Morton created an export-quality beer at local prices. It went on to be named ‘The World’s Best Beer’ in 1968.
Watch the 90-seconds commercial and five-minute short film, ‘Beer, the untold story’ below. Also go to the DB export beer website to view other archival material.
DB Export – Beer The Untold Story: 90 second
DB Export – Beer The Untold Story: Short Film
Advertising agency: Colenso BBDO Auckland
Client: DB Export Beer
Director: The Glue Society