685 Premium Lager × Whitelabel Brewing

From an Idea to a Beer Brand

685 Premium Lager was created as a Pacific-inspired beer brand celebrating Samoan culture, identity and community.

Even the name has meaning.

+685 is the international calling code for Samoa.

Co-founded by Ken Viliamu, 685 Premium Lager was developed not simply as promotional merchandise, but as a retail beer brand in its own right.

Whitelabel Brewing helped turn that concept into a finished branded beer that could be taken to market and sold to customers.

More Than a Logo on Someone Else’s Beer

This is where white label brewing can become much bigger than promotional beer.

685 Premium Lager started with its own name, identity and audience.

The beer became the physical product behind that brand.

Instead of investing in a brewery, production equipment and all of the infrastructure normally associated with launching a beer, the founders could focus on building 685 — its branding, community and customer base.

Whitelabel Brewing handled the beer behind the brand.

A Product Built Around Community

685 Premium Lager was launched through community events in Australia, placing the product directly into the hands of the audience it was created to represent.

The Samoan connection wasn’t simply decorative branding.

It was fundamental to the product.

The name, imagery and positioning gave 685 an identity that people within the community could immediately recognise and connect with.

That allowed the beer to become more than another lager on the shelf.

It became 685 Premium Lager.

Creating Something You Can Actually Sell

Unlike promotional beer produced to support another business, the beer was the business’s product.

Every can sold carried the 685 brand.

Every customer drinking one was interacting directly with that brand.

And every event, retailer or venue stocking the beer created another opportunity to build recognition for 685.

That’s the opportunity white label brewing can provide entrepreneurs and emerging beverage brands.

You don’t necessarily need to build a brewery to build a beer brand.

Build the Brand. We’ll Brew the Beer.

685 Premium Lager demonstrates how Whitelabel Brewing can provide the production platform behind an independent beer concept.

The founders brought the idea, identity and audience.

Whitelabel Brewing helped put the product inside the can.

From a brand inspired by Samoa’s +685 calling code to a beer customers could actually buy, 685 Premium Lager shows how an idea can become a genuine retail product.

Your Brand. Our Beer.

Ideal for:
Beer Start-Ups • Retail Brands • Entrepreneurs • Cultural Brands • Community Brands • Hospitality Concepts • New Product Launches