8/9 RAR × Whitelabel Brewing
A Beer for the Soldiers of the Battalion
The 8th/9th Battalion, the Royal Australian Regiment — 8/9 RAR — is a motorised infantry battalion within the Australian Army.
Its modern role is built around motorised infantry capability, with Army material describing the battalion as operating in a motorised context and conducting training from Gallipoli Barracks in Brisbane. The battalion also carries its own history within the Royal Australian Regiment, having originally been formed by the linking of 8 RAR and 9 RAR and later re-raised in its current form.
Whitelabel Brewing worked with 8/9 RAR to create custom-branded beer for internal use by the soldiers of the battalion.
Made for the Battalion, Not the Public
This was not a public promotion.
It was not a retail product.
And it was not created to market the battalion externally.
The beer was produced for the people inside the battalion itself.
That changes the meaning of the product.
When the people drinking the beer are the same people represented by the insignia on the can, it stops being ordinary branded merchandise and becomes something much more specific:
a beer made for their own battalion.
Their Identity on the Can
Units like 8/9 RAR are built on strong internal identity.
That identity comes from the battalion’s history, its role, its people and the shared experience of serving together.
Creating a custom beer for the battalion allowed that identity to carry into the social side of battalion life as well.
Instead of soldiers picking up a beer carrying an unrelated commercial brand, they could pick up one that reflected their own unit.
That is the point of this kind of order.
Not everything needs to be aimed at customers.
Sometimes the value lies in creating something for your own people that feels like it belongs to them.
A Product That Belongs Where It’s Consumed
For organisations with strong internal culture, context matters.
A beer served among soldiers within their own battalion carries a different weight than a generic product bought off the shelf.
The branding makes it feel connected to the group, the setting and the people consuming it.
For 8/9 RAR, Whitelabel Brewing helped turn an everyday beer into something that belonged inside the battalion environment.
Their Battalion. Their Beer.
8/9 RAR is a clear example of how Whitelabel Brewing can be used for internal groups with strong culture and identity.
It didn’t need to be flashy.
It just needed to be right for the soldiers it was made for.
Your Brand. Our Beer.
Ideal for:
Military Units • Battalions • Internal Use • Soldiers’ Clubs • Unit Events • Members’ Groups • Commemorative Occasions
