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Mutant founder Joseph​ ​Barratt launches ‘creatively-led’ brewery for brands

The founder and chief executive officer of Mutant Communications has launched his own brewery as a way of bringing together craft beer and brand experience.

Joseph Barratt launched Trouble Brewing in Singapore yesterday in a bid to remove some of the “elitist” associations with craft beer and make it more appealing for companies to use as a corporate experience or as a client gift.

The Kiwi said the new venture allows marketers and brands to create a personalised beer – including their own flavour and label design – and therefore “marry strong branding with something people love – top quality beer”.

Speaking to Mumbrella Asia, Barratt said: “The craft beer community can be a bit elitist and there are some elements that can be a bit snobbish.

“I felt our focus would be to create something very fresh and accessible for brands, in that they can make the beer however they want. Not everyone wants to drink craft beer all night, but at least this gives people the option of still experiencing it.”

“It’s a creatively-led brewery,” he added.

Although run separately from the agency, Trouble Brewing has garnered interest from some of Mutant’s clients as a way of adding the craft beer experience to their PR events. The brewery so far has more than 10 clients signed up, while another 50 are interested, Barratt said.

This isn’t the first time a familiar figure in Asia’s media and marketing landscape has launched a venture outside the traditional realm of communications.

Last year, the now ECD of BBDO Vietnam, Chris Catchpole, co-founded his own edible beauty product company after leaving independent agency Phibious.

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