SkyPoint × Whitelabel Brewing

Putting the Destination on the Can

Sitting 230 metres above Surfers Paradise on Level 77 of the iconic Q1 building, SkyPoint gives visitors 360-degree views across the Gold Coast, from the coastline to the Hinterland. The attraction combines its observation deck with dining, events and the SkyPoint Climb.

SkyPoint worked with Whitelabel Brewing to create SkyPoint branded beer for its customers.

Making the Product Part of the Experience

People don’t visit SkyPoint simply to buy a drink.

They go for the experience — the height, the views and the opportunity to see the Gold Coast from a completely different perspective.

SkyPoint also operates its SkyBistro + Bar within the attraction, giving visitors the opportunity to eat and drink while taking in the view.

That creates a natural opportunity for the products being served to reinforce the destination itself.

Instead of a customer looking out over the Gold Coast while holding a can dominated by another company’s branding, custom beer allows SkyPoint itself to be on the can.

Extending the Brand Into the Customer’s Hand

Tourism businesses spend considerable effort creating experiences people will remember and photograph.

Custom beer provides another small piece of that experience.

A customer can be sitting more than 200 metres above Surfers Paradise, looking over the coastline and enjoying a beer carrying the name of the attraction they’re visiting.

The product and the destination become connected.

It also creates something distinctive within an environment where customers are naturally taking photographs and sharing their experience.

More Than a Logo on a Can

For destination and tourism businesses, branded beer isn’t necessarily about promotional giveaways.

It’s about taking something customers may already consume during their visit and making the business’s own brand part of that moment.

For SkyPoint, that meant creating a beer specifically for its customers and extending the SkyPoint identity into another part of the visitor experience.

Your Destination. Your Beer.

SkyPoint demonstrates how Whitelabel Brewing can help attractions and tourism businesses turn an everyday beverage into another part of the branded customer experience.

Ideal for:
Tourist Attractions • Experiences • Observation Decks • Resorts • Hotels • Hospitality Venues • Destination Brands