1RAR × Whitelabel Brewing

Their Battalion. Their Bar. Their Beer.

The 1st Battalion, Royal Australian Regiment — better known as 1RAR — is one of the Australian Army’s infantry battalions, based at Lavarack Barracks in Townsville.

The battalion carries a significant operational history. In 1965, 1RAR became the Australian infantry battalion deployed to Vietnam alongside the United States’ 173rd Airborne Brigade, with its service since extending across numerous Australian operations and deployments.

Whitelabel Brewing worked with 1RAR to create something specifically for the soldiers of the battalion:

their own branded beer, served in their own bar.

A Beer That Belongs There

Military units have identities unlike most organisations.

The badge, colours, history, traditions and shared experiences all contribute to a strong sense of belonging to the unit.

So when soldiers walk into their own bar at the end of the day, there is something particularly fitting about being able to order a beer carrying their own battalion branding.

Rather than another commercial beer brand occupying that space, the custom cans made 1RAR itself the brand in the soldiers’ hands.

Made for the People in the Battalion

This wasn’t beer created to advertise 1RAR to the general public.

It wasn’t a corporate giveaway.

And it wasn’t traditional merchandise.

It was a product created for the soldiers themselves.

Served inside their own bar, the beer became another small part of the battalion’s social environment — something specifically connected to the people drinking it and the unit they belonged to.

That is what makes this use of custom beer different.

The value isn’t simply putting a logo onto a can.

It’s putting their logo onto their beer, in their bar.

Extending Unit Identity Into the Social Environment

1RAR remains part of the Army community at Lavarack Barracks in Townsville, one of Australia’s major military establishments and home to the 3rd Brigade.

Within an environment like that, unit identity doesn’t disappear when training finishes for the day.

It carries into sporting teams, functions, commemorations, social occasions and the friendships formed between soldiers.

An own-brand beer fits naturally into that environment.

It takes something already being consumed socially and makes it unmistakably part of the unit.

Their Battalion. Their Bar. Their Beer.

1RAR demonstrates how Whitelabel Brewing can work with organisations that have a strong internal identity to create a product specifically for their own people.

For the soldiers of 1RAR, that meant something very straightforward:

walk into their own bar and crack open their own beer.

Your Brand. Our Beer.

Ideal for:
Military Units • Unit Bars • Members’ Clubs • Associations • Sporting Clubs • Internal Functions • Unit Events