Badger Ales Beer Shed: Where To Buy And Enjoy

Badger Ales, a 240-year-old independent beer brewery in Dorset, partnered with Unilad to create the 'ultimate beer shed' as part of a creative competition to boost sales and brand awareness. The unique garden shed, created by Hall & Woodhouse, unfolds like a Swiss Army knife to reveal a state-of-the-art barbecue, spice drawers, a fold-down prep area, and two beer fridges stocked with Badger Ales. The campaign, which was Badger's first advertising venture, was designed to showcase the brand's commitment to enhancing the 'beer time' experience for its loyal fans.

Badger Ales' creative competition

Badger Ales, a 240-year-old independent beer brewery in Dorset, has launched a creative competition about the ultimate BBQ shed to gain sales growth and brand awareness. Known as the Swiss Army Shed, this unique garden shed is designed to make 'beer time' better. The competition aims to showcase Badger's commitment to enhancing the beer-drinking experience.

The Badger Ales Beer Shed is a standard-looking shed that unfolds like a Swiss Army knife, revealing various compartments and features. It includes a state-of-the-art barbecue, tool racks, spice drawers, a fold-down prep area, and two beer fridges stocked with Badger Ales. There is also a hidden garden games box and a dartboard for entertainment. When it's time to eat, a pull-out seating area with an automatic awning provides the perfect space to relax and enjoy a meal.

The creative competition for the Badger Ales Beer Shed is a collaboration between Badger Ales and Unilad, a popular publisher. The campaign leverages the British love affair with garden sheds and beer, bringing together one of the oldest beer brands with one of the newest publishers. The campaign will be featured on Unilad platforms, social and influencer networks, reaching a large and engaged audience.

The first instalment of the Ultimate Beer Shed series featured a rugby-themed shed with former England rugby player David Flatman. The campaign utilised an influencer strategy, targeting specific interest areas relating to each shed. This creative partnership showcases Badger Ales' dedication to improving the beer-drinking experience and engaging with customers in unique and memorable ways.

The Swiss Army Shed

The shed is equipped with a state-of-the-art barbecue, perfect for grilling steaks or burgers. Adjacent to the BBQ area is a tool rack with all the necessary utensils, including a bottle opener. For those who love to spice up their BBQ dishes, there is a spice drawer filled with various seasonings located conveniently next to the fold-down prep area.

The ultimate beer shed series

The Swiss Army Shed

The first shed in the series is aptly named the "Swiss Army Shed" due to its ability to unfold like a Swiss Army knife. At first glance, it appears to be an ordinary, small garden shed. However, it surprises with its secret compartments and pockets of fun. The shed is equipped with a state-of-the-art barbecue, perfect for grilling steaks or burgers. Spice drawers filled with various seasonings and a fold-down prep area make it a chef's dream. Beer enthusiasts can enjoy their favourite bottle of Badger Beer, conveniently stored in one of the two beer fridges. The shed also includes a hidden dartboard and garden games for entertainment.

The Rugby Shed

The second instalment in the series is the "Rugby Shed," featuring former England rugby player David Flatman. This shed embraces the passion for rugby, incorporating rugby-themed decor and accessories. It is a tribute to the sport loved by many beer enthusiasts. The Rugby Shed offers a unique space to enjoy a cold one while watching the game, challenging your friends to a friendly match on a custom-made rugby pitch or simply reliving rugby glory days.

The Customisable Shed

The Community Hub

Badger's marketing strategy

Badger Ales, a 240-year-old independent beer brewery in Dorset, has embarked on a creative marketing strategy to boost sales and brand awareness in a highly competitive market. Badger Ales has traditionally never advertised, but to stay relevant, the brand has had to adapt and find innovative ways to reach new audiences.

The brewery partnered with Unilad, a large and influential publisher, to create the 'Ultimate Beer Shed' campaign, showcasing a unique garden shed designed to enhance the 'beer time' experience for consumers. This campaign celebrates the British fascination with garden sheds, merging the classic shed with the ultimate BBQ experience. The shed, designed to look like a standard shed, unfolds like a Swiss Army knife to reveal various compartments, including a state-of-the-art barbecue, spice drawers, and a fold-down prep area. It also features two beer fridges stocked with Badger Ales and a hidden dartboard and seating area.

The campaign leverages the influence of YouTube star and chef DJ BBQ to appeal to a wider audience. This influencer strategy is designed to tap into the interests of the target market, creating an authentic connection with potential customers. The campaign also includes a rugby-themed shed featuring former England rugby player David Flatman, further showcasing Badger's commitment to celebrating British culture and traditions.

Badger Ales' marketing strategy is a significant shift for the brand, demonstrating their willingness to innovate and adapt to the changing landscape of the beer industry. By partnering with Unilad, Badger Ales has been able to reach a broader and more engaged audience, raising brand awareness and driving sales growth. This campaign showcases how traditional brands can effectively use creative and influencer marketing to stay relevant and competitive in today's market.

Badger Ales' brand history

Badger Ales is a brand with a rich heritage, expertise, and craftsmanship that dates back over 245 years. The story of Badger Ales, or Badger Beers, began in 1777 on a riverside in Dorset, England, when Charles Hall, an entrepreneurial gentleman farmer, built a brewery in the Dorset village of Ansty. Hall & Woodhouse was later born when Charles Hall's son, Robert, brought Edward Woodhouse into the business as his commercial partner, and Edward fell in love with and married Charles Hall's granddaughter, Hannah Dodge.

Over the years, instead of spending on fine living, the entrepreneurial Robert and Edward drove the family business forward by investing most of the profits back into the company, including buying pubs to sell their Badger beers. Today, Hall & Woodhouse is a leading independent regional brewer with a collection of over 180 iconic pubs and inns across the South of England, ranging from traditional to contemporary styles. The company has remained family-owned and Dorset-based, with the seventh and eighth generations of the Hall & Woodhouse family at the helm.

Badger Ales has become one of the oldest beer brands in England, with a strong following among craft beer enthusiasts. The brand is committed to making "beer time" better and has partnered with Unilad to showcase the "ultimate beer shed," a unique garden shed that transforms into a fully-equipped bar and entertainment space for lucky Badger fans. This campaign brings together one of the oldest beer brands with one of the newest and largest publishers, showcasing Badger's dedication to enhancing the beer-drinking experience.

The Badger Ales brand is known for its distinctive beers, bold flavours, and generations of craft. Their range includes award-winning ales, such as their Outland Ginger Pale Ale, which won Gold in the UK for Flavoured Beer in the 2024 World Beer Awards. Badger Ales can be found in their family of pubs across the South of England, as well as in leading supermarkets and off-licences nationally and internationally. The company takes pride in the quality of their cask ale, serving it exclusively in their pubs to ensure the best drinking experience for their customers.

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