2SQN × Whitelabel Brewing
A Beer Made for the Squadron
No. 2 Squadron — 2SQN — is one of the Royal Australian Air Force’s most historic units.
Formed in 1916 as part of the Australian Flying Corps, the squadron has more than a century of operational history behind it and is described by the Air Force as the most decorated squadron in the RAAF. Today, 2SQN operates the E-7A Wedgetail airborne early warning and control aircraft from RAAF Base Williamtown.
Whitelabel Brewing worked with 2SQN to create custom-branded beer for internal use within the squadron.
For Their People, Not the Public
This wasn’t about advertising.
It wasn’t created as a customer giveaway or something designed for general retail sale.
The beer was produced specifically for the members of 2SQN.
That makes the branding more personal.
When the people drinking the beer are also the people represented by the badge on the can, it becomes something different from conventional promotional merchandise.
It becomes their beer.
Putting Squadron Identity on the Can
Military squadrons build strong identities around their history, aircraft, insignia, achievements and the people who have served within them.
For 2SQN, that history stretches from combat missions flown in early military aircraft more than a century ago through to today’s highly sophisticated E-7A Wedgetail.
The Wedgetail provides airborne surveillance, early warning and battle-management capabilities, coordinating operations across air, sea and land.
Custom-branded beer provided another way for that squadron identity to extend into the social side of squadron life.
Instead of picking up a beer carrying an unrelated commercial brand, members could pick up one carrying their own squadron identity.
Something That Belongs to the Group
That’s one of the simplest applications of custom beer.
Sometimes it doesn’t need to generate sales, attract customers or deliver a measurable marketing return.
Sometimes the purpose is simply:
Make something specifically for your own people.
For 2SQN, Whitelabel Brewing helped turn an everyday product into something unique to the squadron.
Their Squadron. Their Beer.
2SQN demonstrates how Whitelabel Brewing can work with military units, clubs, teams and other tightly connected organisations to create products specifically for the people within them.
Ideal for:
Military Squadrons • Defence Units • Internal Functions • Squadron Events • Unit Celebrations • Members’ Groups
