Independent Australian brewery, Heads of Noosa, has unveiled a new creative strategy with the launch of its 'Brewmaster' campaign.

The campaign was developed by brand and digital agency, Social Tap, following the success of the company's previous 'Chief Beer Tasting Officer' hiring campaign.

The latest 'Brewmaster' campaign is based on the premise that Heads of Noosa rejects any beer that doesn't score a perfect 10. The campaign includes a 30-second TVC featuring a character testing the latest beer from the brewery and discarding it for being rated 9.9.

Brand Manager at Social Tap, Nicci Modolo, said the work was filmed completely in-house with Redboss Video Production.

"We wanted to have some fun with the very serious fact that the boys at Heads of Noosa really will reject any beer that doesn’t meet their exacting standards," he said. "We hired one actor, but the rest of the cast are members of the Heads of Noosa team. It will be amplified across radio, digital, outdoor and an influencer campaign from April. It will be their biggest spend to date so we’re really excited to see it come to life."

The campaign will be amplified across radio, digital, outdoor and an influencer campaign from April. Instead of a traditional influencer campaign, Heads of Noosa plans to collaborate with local masters from SE Queensland, such as surfboard shapers, chefs, and photographers.

"There is an insane amount of talent around here and we want to celebrate that," said Co-Founder of Heads of Noosa, Lance Masterton.

Heads of Noosa Brewing Co is an Australian, independent, family-owned brewery known for their premium beers brewed in Noosa. The company started in a garage in Brisbane in 2010 and now operates out of a 1700 sqm site in Noosa Heads, employing over 40 staff.