Building the next generation
of alcohol brands
We build the brand before the product, then let it shape everything.
Protein is the thread through every brand we build, better-for-you without compromise.
Not one drink. A portfolio of brands built for the next generation of drinkers.
We build the brand before the product, then let it shape everything.
Protein is the thread through every brand we build, better-for-you without compromise.
Not one drink. A portfolio of brands built for the next generation of drinkers.
MEET PB.
Permission to beer
The world's first full strength lager brewed with protein.
Brewed using protein. Lower carbs. Full strength, no compromise. Brewed in Australia.
PB is the first brand in the TNBG portfolio, and proof of how we build brands.
Built from the inside out
Most drinks companies build a product, then build a brand around it.
We do it the other way. We build the brand first and let it shape everything.
The ingredients we choose, the name on the can, the culture we build around it.
Every decision is a brand decision.
It's not a process. It's a belief.
The next generation of drinkers won't just choose what tastes good.
They'll choose what feels right.
We build brands they want to be part of, then put a great drink inside them.
