Alexandra Headland Surf Life Saving Club × Whitelabel Brewing

A Beer for the Club — and the People Behind It

For more than 100 years, Alexandra Headland Surf Life Saving Club has been part of the Sunshine Coast community.

Founded in 1924, Alex Surf Club combines its volunteer lifesaving role with surf sports, junior development and a hospitality venue overlooking Alexandra Headland Beach.

Whitelabel Brewing worked with Alex Surf Club to create its own branded beer, giving the club a product it could both sell to patrons and use as gifts for members.

A Beer That Belongs at Alex

Beer is already part of the hospitality offering at a surf club.

The difference here was putting Alex Surf Club on the can.

Rather than every beer served across the bar promoting another company, the custom cans gave Alex the opportunity to serve a product carrying its own identity.

For locals, members and visitors enjoying a drink overlooking the beach, the beer becomes another small part of the Alex Surf Club experience.

From the Bar to Member Recognition

The same product also had another purpose.

Alex used its branded beer as gifts for club members.

Surf lifesaving clubs rely heavily on the contribution of volunteers and members. Alex’s volunteer lifesavers patrol Alexandra Headland Beach throughout the season, while the wider club includes lifesaving, Nippers, surf sports and community programs.

That made the custom beer useful beyond the bar.

It provided the club with something carrying its own branding that could be handed to members as a simple thank-you, recognition gift or part of club activities.

One Product. Two Purposes.

Alex Surf Club demonstrates one of the advantages of creating an own-brand beer.

The same product can perform more than one role.

Behind the bar, it’s a product for sale.

In the hands of a member, it’s a branded gift from their club.

Either way, the Alex Surf Club brand — rather than somebody else’s beer brand — is what sits front and centre on the can.

Your Club. Your Beer.

Alexandra Headland Surf Life Saving Club shows how Whitelabel Brewing can help clubs create a product that works commercially while also strengthening the connection with the people who make the club what it is.

Ideal for:
Surf Clubs • Sporting Clubs • Clubs with Bars • Member Gifts • Patron Sales • Volunteer Recognition