Adavale Pub × Whitelabel Brewing

Drink the Souvenir

In the tiny outback Queensland town of Adavale, the local pub is much more than somewhere to stop for a drink.

The Adavale Pub & General Store has become a destination in its own right for travellers exploring western Queensland.

Located around 96 kilometres north of Quilpie, Adavale is a small town with a big history, and the pub remains one of the places where visitors can stop, meet the locals and experience a piece of outback Queensland.

Whitelabel Brewing worked with the Adavale Pub to create something perfectly suited to that experience:

a souvenir Adavale beer that could be served right there at the hotel.

A Souvenir You Can Crack Open

Tourists love taking something home from the places they’ve visited.

Usually that’s a shirt, cap, sticker or stubby cooler.

Adavale took a different approach.

By putting the pub and destination onto its own beer, an ordinary drink became part of the visit itself.

Visitors could sit at the Adavale Pub, crack open an Adavale-branded beer and enjoy a product that felt like it belonged exactly where they were drinking it.

And if they wanted another one as a reminder of the trip, the can itself became part souvenir, part product.

Made for an Outback Destination

The Adavale Pub has plenty of character and a history that reflects the town itself.

The current building began life as a general store in 1958. When Adavale’s remaining purpose-built hotel burned down in 1974, the general store received a takeaway liquor licence that eventually developed into the hotel licence it operates under today.

Against that backdrop, having its own beer feels completely natural.

It’s another piece of the Adavale story.

Turning the Beer Into Part of the Trip

For tourism businesses, custom beer can do more than carry a logo.

It can become part of the experience people travelled there to have.

Someone visiting Adavale can photograph the pub, hear the stories, meet the locals and sit down with an Adavale beer in their hand.

The branding connects the product to the place.

And because it’s something visitors can actually consume and enjoy, the souvenir doesn’t feel like promotional merchandise.

It feels authentic to the experience.

You Visited Adavale. Now Have an Adavale.

The Adavale Pub demonstrates how Whitelabel Brewing can help tourism operators and destination venues turn their location into a product.

Instead of just selling visitors another beer:

sell them a beer they can only associate with being there.

Your Place. Your Beer.

Ideal for:
Country Pubs • Outback Hotels • Tourism Destinations • Visitor Attractions • Souvenir Products • Regional Tourism • Hospitality Venues