Visa × Whitelabel Brewing
A Global Brand. A Global Event. A Local Product.
When the FIFA Women’s World Cup came to Australia and New Zealand in 2023, Visa was right at the centre of the event.
As the first Global FIFA Women’s Football Partner and the tournament’s Exclusive Payment Service, Visa activated its brand throughout the FIFA Women’s World Cup experience, including stadiums and FIFA Fan Festivals.
As part of its Australian activations surrounding the tournament, Visa worked with Whitelabel Brewing to create two custom-branded beers — a Pale Ale and a Premium Lager.
Putting the Visa Brand on the Product
Major event activations are about much more than putting a logo on signage.
The challenge is creating ways for people to physically interact with the brand.
Custom beer gave Visa another opportunity to do exactly that.
Whitelabel Brewing produced Visa-branded cans in two different beer styles, giving the activation team a physical product carrying the Visa identity that could be incorporated into its activities around one of the world’s biggest sporting events.
The result was simple:
the brand wasn’t only around the event — it was in people’s hands.
Built for an International Sporting Event
The FIFA Women’s World Cup Australia & New Zealand 2023™ ran from 20 July to 20 August, featuring 64 matches over 32 days.
Visa’s involvement extended throughout the tournament experience. Visa cardholders received benefits at stadium food and beverage outlets, merchandise locations and FIFA Fan Festivals, while the company ran broader campaigns supporting women’s football and its Team Visa athletes.
Against that backdrop, the custom Visa beer became another piece of a much larger activation program.
Two Beers. One Brand.
For the activation, Whitelabel Brewing produced both:
Visa Pale Ale
and
Visa Premium Lager
Providing two beer styles allowed Visa to offer choice while maintaining consistent branding across the products.
For Whitelabel Brewing, it demonstrated that white label beer can work at a very different scale from the traditional customer gift or small-business promotion.
The same basic idea still applies:
take an established brand and turn it into a beer of its own.
From Local Businesses to Global Brands
Visa demonstrates how Whitelabel Brewing can support experiential marketing and event activations where brands are looking for something more engaging than conventional promotional merchandise.
Whether it’s a local business event or one of the biggest sporting tournaments in the world, custom beer creates a product people can hold, share and enjoy while keeping the brand front and centre.
Put Your Brand Into the Experience
For Visa, that meant taking one of the world’s most recognised brands and putting it onto two beers created for activations around the FIFA Women’s World Cup in Australia.
Visa branding. Pale Ale. Premium Lager. One unforgettable sporting event.
Your Brand. Our Beer.
Ideal for:
Major Brands • Sporting Events • Brand Activations • Experiential Marketing • Corporate Hospitality • Sponsorship Activations • Promotional Campaigns
