Hawkes Brewing takes larrikin spirit online with new e-commerce site by Wonderful

Hawkes Brewing, the independent brewer named after Aussie icon and former Prime Minister Bob Hawke, is on a mission to recreate the brand's "larrikin spirit" in the digital space. 

The brewer has relaunched its website, created by Wonderful Digital, with enhanced data, e-commerce and automation efficiency, according to Hawke’s Brewing CEO Glen Brasington.

"At Hawke's Brewing, we had to strengthen our e-commerce, data management and automation efficiency. The website upgrade will allow us to connect with our audience more frequently and on a deeper level," he said. 

The site aims to capture the brand's essence and infuse the website with the "larrikin spirit" that defines the brand while offering visitors an immersive journey into the world of Hawkes Brewing's premium beers and brewery, according to Matt Barbelli, founder and manager director at Wonderful Digital. 

"We aimed to create a digital experience that resonates with their audience and reflects the unique character of the Hawke's brand."

The site features an intuitive navigation system, allowing users to explore, buy Hawke's Brewing's range of products, learn about their brewing process, make a reservation and stay updated on the latest news and events.

Additionally, the website is optimised for mobile devices, ensuring a seamless experience across all platforms, including bookings and e-commerce.

Last year, Mediaweek caught up with Nathan Lennon, co-founder of Hawke’s Brewing Co. and the Bob Hawke Beer and Leisure Centre, at the This Way Up advertising festival of creativity.

Lennon discussed the difference between a stupid idea and a brave one, the potential of novelty executed with sincerity, and how life as creatives in brandland forged the tenacity and resilience needed to turn said “stupidest idea” into a cherished institution.

See also: Crafting a success: How Nathan Lennon’s “hold my beer” attitude built Hawke’s Brewing Co.