Australia’s leading franchise group, the Jim’s Group, has partnered with iconic Sydney-based beer brewer, Bondi Brewing Co, to create the country’s newest ‘must have’ beer – Jim’s Lawn lager.
A mid strength lager that is big on malt backbone and crisp enough to extinguish any thirst, Jim’s Lager is set to take on the world’s major beer brands one lawn at a time.
Jim’s Lawn lager was created to celebrate and thank all the hardworking mowing workers across the country who tirelessly mow, hedge, trim and whipper snip lawns to keep the nation’s gardens in tip top shape.
According to Joel Kleber, chief marketing officer for the Jim’s Group, when you need to get your lawn done, Jim’s Mowing is the one people call and that’s what this new lager signifies.
“Jim’s Lager is a nod to hard working Aussies who understand the gruelling work involved in keeping our nation’s gardens and lawns neat and tidy,” Kleber said.
“Not only is Jim’s Lager the perfect way to cap off a good mow, it is also great for drinks around the BBQ, or a knees up with friends. If you know someone who deserves to be thanked or is called Jim, then Jim’s Lager is the ideal gift.
“We are always trying to push the wheelbarrow at Jim’s and come up with great ideas and this is another cracker of a concept that definitely needs its own Wikipedia page.”
Founder of Bondi Brewing Co, Paul Parks is ecstatic with the outcome.
“We have taken one of our popular mid strength lager recipes and adjusted the grain bill to get it a bigger malt backbone. This has resulted in a well balanced, crisp and refreshing full flavoured beer; perfect after a long day cutting grass,” he said.
“Jim's Lawn lagers is available exclusively on Boozebud for $75 plus shipping for a case of 24.
“Like most great ideas, Jim’s Lager came about over a couple of beers. I usually find this is the best way to beerstorm. There is nothing better than cracking open a cold one and discussing the world’s problems. This is usually how the best inventions are created and the most challenging problems solved.”
The team at the Jim’s Group and Bondi Beer Co is already looking at diversifying the range of Jim’s Lager in response to positive feedback from the market.
