Tui’s Nick Rogers: The ‘Yeah, right’ stuff

Tui is the most explosive brand in New Zealand beer. Nick Rogers is the man behind the marketing. He talks to about making over Mangatainoka, courting controversy and those famous billboards.

The best billboard story Nick Rogers can remember is the one that went, “I past NCEA Inglish”.

It’s his all-time favourite, without a doubt, but the phone call that followed it was just as good, he says.

“I had some guy ring me up and say, ‘Nick, you’ve spelt ‘past’ wrong. It should be p-a-s-s-e-d. And I was like, ‘Yeah, but that’s not the only thing’.”

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The Thursday Pint – Tuatara’s New Drop and Ale Tasting

In big brewing news, Tuatara are launching their first new beer in several years at the Malthouse in Wellington tonight. The beer is Tuatara Helles and the details are in the latest Malthouse blog post aptly titled “Fancy a pint of the new Tuatara?“:

The two sweetest words in the English Language, according to Homer J Simpson, philosopher, role model and pneumatic cerevisaphile, are “de fault”. However, I tend to think that Pete Brown, beer writer, global pub crawler and all-round bearded bloke, has it right when he suggests that “fancy a pint” is about the most appealing invitation you can get which involves remaining fully dressed.

Last night the Cellar Vate beer tasting group sampled some of the best ales from around New Zealand (and Tui). The full report and results are up now:

The April session of the Cellar-Vate Beer Club was a search for New Zealand’s best ale. Forty people tasted ales new and old brewed in a mix of contemporary and classic styles. They also tried Tui, a self-proclaimed East India Pale Ale, to see how it stacked up against the real stuff.

Beerly Writing: Ruffling Some Feathers

In my first Wellingtonian column of the year, I have a look back at my locals over the years and in particular the recently refurbished Featherston Tavern. The column is called “Ruffling Some Feathers“:

It is apparently compulsory for all marketing and communications professionals to spend a lot of time in bars and our regular was The Feathers on, unsurprisingly, Featherston Street. This was a friendly place but a bit threadbare round the edges. The decor would not have been out of place in an old episode of Emmerdale Farm.

Glass Tip – The Wellingtonian

Tui keeping the boys’ hands warm


Stuff steak and Guinness, the boys are being catered for by the ultimate in Kiwi pies – mince and cheese, mince, and steak and cheese made with Tui beer.

The pies are made under licence by Goodtime Foods in Hawke’s Bay, with the Tui Brewery girls adding 6 per cent Tui into each masterpiece for good measure and flavour.

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Beerly Writing: Salient Points

From Victoria University’s student newspaper Salient, my beer column on Tui:

My historical research suggests a somewhat different course of events. The surge in Tui’s popularity was caused by clever marketing and aggressive sponsorship. It actually occurred despite the popularity of the drop at Palmerston North Polytech (known locally as Massey University). Young readers will need to know that this all happened back when Massey did not have more branches than Wishbone.

To redemn myself, the next column was on Mac’s Brewjolais:

In the 2006 vintage, the bitterness was more than noticeable –— it left your palate feeling like it had just poked Jerry Collins with a stick. I loved it. In 2007, the beer was more balanced but bordered on generic. This time, Mac’s have created a beer which tastes unique — it is one of the few beers which genuinely stands out from the crowd. It has recaptured the spirit of Brewjolais.

Finally, a warning about the increasing price of beer:

There is a clear and present danger that, in very near future, beer prices are going to rise higher than the waistline of Stephen Fleming’s pants on that terrible advert for heat pumps.

Tomato sauce with beer – Yeah Right

A shout out and high five to Nick Rogers, dude you are a marketing genius, I hope your golden run continues. The people buying this get what they deserve, and I can hear you laughing your ass off from here. Fraking brilliant.


Tuimato Sauce – DB Breweries’ take on the Kiwi bloke’s quintessential condiment – is poised to hit supermarket shelves nationally after proving a massive hit in test marketing in the lower North Island.

More than 60,000 bottles have been sold from just 59 stores in the Wellington to Taupo and Gisborne area since February – making it the number two brand behind Wattie’s tomato sauce cans in the test market.


Omkar Rane, 23, CBD Auckland “Quite tangy, quite good.”

Sam Eg, 35, Grey Lynn “Normal taste, beautiful, a little bit sour … I like it.”

Lena Jeong, 22, CBD Auckland “A little bit sweeter … it’s nice, better than normal tomato sauce, nicer texture.”

Jim, 60+, Auckland “Hard to tell the difference, it’s quite ordinary.”

Denise Porsch, 25, Brazil “Too sweet, can’t taste the alcohol, just tastes normal … maybe a fan of tomato sauce would love it.”

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Beer 102

It’s a bit of a grab bag of goodness today with two new columns, a piece of on-line vandalism and a “joke”.

First up is my column from Salient on legendary drinkers:

“Yet another worthless series of Dancing with the Stars has started and sadly hundreds of thousands of mindless drones will be glued to the screen to see who is crowned New Zealand’s least worst amateur dancer.

As part of my personal struggle against the continual dilution of what passes for popular culture, this column is about some people we should actually admire – the legendary beer drinkers of the world!”

Already popular, this weeks column laments the Worst Beers of the Year:

“For the first time ever, my unofficial tasting panel complained bitterly about getting free beer.

These beers are probably best drunk cold, but no fridge I know gets it cold enough.”

Speights are busy promoting their competition to travel on a ship to England with their new pub but I was alerted to their listing on Wikipedia which (for about 40 minutes) read:

‘Speight’s’ is a brewery in Dunedin, New Zealand. It is famous for tasting like sheep urine fermented in a car radiator and its promotional branding based on being ‘a real southern man’ and being ‘the pride of the south’.

The vandalism was quickly fixed but whoever did so neglected to also correct the description of Speight’s Old Dark as “an English Porter”…

Speaking of jokes, this one is doing the rounds:

Nelson rings his boss first thing monday morning.

Nelson ‘Boss I can’t come to work today’

Boss ‘ Why not? ‘

Nelson ‘ I’ve got the bird Flu’

Boss ‘ How in the hell did you get the bird flu?’

Nelson ‘ Too many Tuis!’