Setting the benchmark for premium craft beers

Services: Creative, Website, Brand Activation


By completely redesigning the brand and packaging of Stoke’s premium craft beers, and with no other changes in terms of advertising, distribution or other marketing activity, McCashin's achieved a 600% increase in sales of their Stoke Beers to the Australian market over the same period in the previous year. 

Crafted by hand

The McCashin family pioneered craft brewing in New Zealand, bottling their first beer back in 1981. Today, their Stoke Beer range is handcrafted with the best malts, hops, yeast and brewed with glacial water pumped from an aquifer 350 metres underground at the brewery.

Premium craft beer

The craft beer market is hotly contested. A plethora of ambitious independent breweries as well as brands that have backing from multinational corporations are clamouring for space and attention.

We’ve formed a creative partnership with McCashin's Brewery and together articulated the concept of premium craft brewing. This has positioned Stoke in a near-unique market space that makes it accessible to both mainstream and boutique beer drinkers.

"We were looking for some clever thinking that would help position the Stoke range as premium craft beers. Plato Creative’s unique way of working together with the expert team they pulled together meant that we were able to develop a comprehensive solution for the challenge at hand," Scott McCashin said.

Stoke Beer brand reinvigorated

The new-look Stoke is now setting the benchmark for premium craft beers in bars and on shelves across New Zealand and in other key global markets. It’s been a rewarding journey to tell the story of this pioneering family, its brilliant brewery and handcrafted beers.


Stoke Amber won the top trophy for packaging at the NZ Brewers Guild, while the range picked up several medals at the Australian International Beer Awards.

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