A Brewery Built for Scale
Tribe Breweries is not a neighbourhood taproom. Based in Goulburn, NSW, about two hours from Canberra, they operate one of Australia’s largest and most sophisticated craft beverage production facilities, with 30 million litres of annual capacity and around 100 staff on site.
What makes them interesting is not just the scale. It is how they manage five distinct brands under one roof: Stockade Brew Co, Mornington Peninsula Brewery, Pabst Blue Ribbon, Wilde, and Aloha 65. Each has its own personality, its own audience, and its own story. Together, they form a portfolio that Tribe stewards as a proud independent, Australian-owned business.
What Tribe Actually Does
Tribe operates as a partner brewer. They work with brands of all sizes that want to tap into their innovation, quality, and production capabilities, helping those businesses scale without having to build their own facility. Alongside this, they manage their own curated portfolio of craft labels.
The brands in their portfolio are all distinct in character. Stockade Brew Co is bold and experimental. Mornington Peninsula Brewery brings a coastal craft sensibility. Wilde is a gluten-free option for a market that is often underserved. Pabst Blue Ribbon is a globally recognised icon. Aloha 65 is sessionable and relaxed. Managing that many identities under one production roof requires a business that is operationally sharp and creatively flexible, and that is what Tribe has built.
The Content Challenge
When Tribe came to Studio Who, the brief was about telling a complex story cleanly. They needed content that could speak to two very different audiences at once.
The first was the business audience: distributors, potential brand partners, and investors who needed to see the facility’s scale, the team’s expertise, and the precision of the operation.
The second was the consumer audience: craft beer lovers who want to feel connected to the product they are drinking and the people who make it.
Both audiences matter. But they want different things from the same content. A distributor wants clean lines and proven process. A consumer wants authenticity, personality, and access. Getting both right in a single production window requires a clear plan before a single camera is switched on.
What We Made
Studio Who delivered a documentary-style brand video and photography suite that mapped Tribe’s full operation from the brewhouse through quality assurance, packaging, and logistics, finishing at the taproom where the product meets the public.
We interviewed brewers, team leads, and taproom patrons. We used drone footage to show the facility’s footprint, and ground-level footage to show the care that goes into every batch. The edit treated each sub-brand as a character in the larger story, not separate chapters but threads woven through the same film.
The final deliverables included a 2 to 3 minute flagship brand film, four vertical social videos optimised for Instagram Reels and TikTok, and 30 to 60 professionally edited photos for their website, campaigns, and pitch decks.
What Any Multi-Brand Business Can Learn
Tribe’s challenge, managing multiple identities under one banner while maintaining a coherent story, is not unique to breweries. Any business with multiple services, multiple locations, or multiple audiences faces the same problem.
The instinct is to try to say everything at once. The smarter move is to find the thread that connects it all and build the story from there. For Tribe, that thread was craft, scale, and the people who bring both to life every day. That is what the content captured, and it is what gave the campaign its coherence across audiences and platforms.
The brand film has stayed in active use since delivery. It currently runs as the hero video on the Tribe Breweries website, which is one of the clearest signals that content has done its job. When a client puts your work front and centre on their homepage and keeps it there, the brief was answered well.
Read the full project breakdown in the Tribe Breweries case study.
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