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3RAR Madden Club × Whitelabel Brewing
A Beer for the Soldiers of 3RAR
The 3rd Battalion, Royal Australian Regiment — 3RAR — has a proud history stretching back to the early years of Australia’s permanent infantry force, including distinguished service in Korea and the Battle of Kapyong. Today the battalion is based at Lavarack Barracks in Townsville.
Within that unit community is the Madden Club, a soldiers’ club carrying the name of one of 3RAR’s most respected soldiers.
Whitelabel Brewing produced custom-branded beer for the Madden Club, served in barracks for the soldiers of 3RAR.
More Than a Generic Beer
In this setting, the opportunity wasn’t about creating an advertising giveaway or selling a product to the general public.
It was about creating something specifically for the people who belonged there.
Rather than soldiers gathering at the Madden Club and drinking a beer carrying an unrelated commercial brand, the custom cans allowed them to drink a beer connected directly to their own unit and their own club.
It turned an everyday beer into something that felt like it belonged at 3RAR.
A Club With a Significant Name
The Madden Club takes its name from Private Horace William “Slim” Madden of 3RAR.
Madden was captured during the Korean War in 1951. Despite brutal treatment as a prisoner of war, he repeatedly resisted his captors and helped other prisoners before dying in captivity. He was subsequently awarded the George Cross for his gallantry and self-sacrifice.
His connection with 3RAR has been preserved through the Madden Club name.
That history gives the club an identity that extends well beyond simply being somewhere for soldiers to have a drink.
Their Club. Their Beer.
Military units build strong identities around their history, traditions and the people who have served before them.
Creating a beer specifically for the Madden Club allowed another small part of that identity to carry through into the social side of unit life.
The beer wasn’t trying to create the culture.
It was made to belong within a culture that was already there.
For soldiers enjoying a beer together in barracks, the branding meant the product in their hand represented their own club rather than someone else’s brand.
Your Group. Your Beer.
The 3RAR Madden Club demonstrates how Whitelabel Brewing can create custom products for organisations with strong internal identities — producing something designed specifically for the people who are part of them.
Ideal for:
Military Clubs • Unit Functions • Members’ Clubs • Associations • Internal Events • Commemorative Occasions
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