Balter Boosts Queensland Tourism by Unveiling Tongue-in-Cheek Initiative 'The Big Slab'

Queensland’s Balter Brewing Company, alongside Deloitte Digital, has launched 'The Big Slab', a new tourist attraction to help rejuvenate the state’s tourist economy.

“The Big Slab follows a proud Australian tradition of putting massive things by the side of the road,” explained Stirling Howland, brand director, Balter Brewing Company. “We saw a completely selfless opportunity to give back to the state where we brew this delicious XPA, whose tropical and floral aromatics set off a fruity palate that will punch your taste buds in the pleasure zone, and is available on tap in over 1,600 locations, which you can find easily via our Beer Locatoron at balter.com.au.”

The Big Slab is positioned on the M1 at Yatala, and aims to attract families - specifically fathers and children that probably should have moved out of home - from around the country.

“A lot of people are saying it’s just a picture of a slab on a billboard, and we say to those people come down and see for yourself, just please don’t look at it from the side,” added Matt Lawson, chief creative officer, Deloitte Digital.   

'The Big Slab' was recently unveiled at a launch event by co-founding member and surf legend Mick Fanning.

The social campaign gives 'The Big Slab' visitors the chance to win drinkable miniature Big Slabs, and will run through Facebook and Instagram, already having given away over 150 XPA slabs to enthusiastic visitors. Balter have also created limited release Big Slab merchandise including shirts, tea towels and stubby coolers. All profits are going to hospitality Tipjar which aims to raise 100k to support Covid affected food and beverage workers.