In arguably one of the most Kiwi partnerships, Norsewear has partnered with Sawmill Brewery to release a limited-edition cold-fermented IPA.
Tim Deane from Norsewear said the company loves a good collaboration, and it felt like the right time for this partnership.
Norsewear has had relationships with a few key partners that have been kept a bit more under the radar, such as manufacturing co-branded socks for Fat Freddy's Drop to wear and sell on their winter tours to Europe. It has also just signed a deal with Secondary School Sport NZ that takes 10 percent of the sale price off its Wool Blacks beanies to support grassroots sport.
“We were thrilled to be asked to collaborate on this project. It's another nice fit for us, and we could instantly picture someone sitting by the fire in their Farm Flecks sipping on an ice-cold IPA,” he said.
Deane added that Sawmill Pilsner is his favourite beer, and the brewery is just down the road from where he lives. He first met the brewery’s owners, Kirsty and Mike McKay, several years ago, and discovered they were big supporters of New Zealand wool.
“I really like how they’ve found some cool, novel ways to incorporate wool into the fit-out at the brewery and in the gifts and other gear they sell on-site.”
After chatting about trialling some brewer’s socks, they focused on crafting something to keep beers cold that weren’t made from synthetic neoprene, which was how the koozies were born.
Kirsty McKay said that making beer with Norsewear was the natural next step.
IPA was chosen because of its broad appeal. McKay added that it’s crisp, refreshing and easy to drink, and critically uses all New Zealand ingredients.
“There wasn’t a beer series that focused on the innovation happening here. We wanted to showcase and celebrate this, and the hard work of New Zealand farmers, what they produce is world-class, and our beer wouldn’t be what it is without them,” she said.
McKay added that both Sawmill and Norsewear have a lot in common, and are specifically focused on quality and innovation. Both companies also recognise the immense value of producing goods here and keeping profits in the local economy.
“We are both completely reliant on the primary industry and have immense appreciation for New Zealand farmers and growers. Both Sawmill and Norsewear have come straight from the efforts of New Zealand farmers.”
Deane added that while manufacturing offshore might sound like a more economically viable business decision on face value, for him it isn’t, as no matter where something is made, there is the cost of doing business offshore.
In Norsewear’s case, it can effectively grow, design, produce and distribute locally.
“We control the quality of wool we buy and know who it's from, then make the product we want to make, employing local talent, supporting a regional economy and lowering the carbon impact by keeping the supply chain short.”
Deane wanted Kiwis to look carefully at the people and products they support, such as buy locally brewed beer made from locally grown ingredients or choose woollen apparel crafted and manufactured in New Zealand.
McKay added that Sawmill, much like Norsewear, has heritage and tradition, and at the same time wants to be around for a long time, making innovation an important part of its operations.
“We think a lot of Kiwis see the value in supporting locally owned businesses, it makes for stronger communities and a more resilient economy.”
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