Panhead Brewery
Panhead: 1.5M views on blind pours
Panhead's social used to speak to the beer trade: bars, bottle shops and brewers. It wasn't speaking to the people who drink the beer. Guess the Beer changed that. It is a blind tasting game: beer experts and everyday drinkers try to name a beer with the label off, and viewers play along in the comments. From March to August 2026 the series reached 1.5M views across four channels.
- Client
Panhead Brewery- Industry
- Food & Beverage
- Region
- New Zealand
the results for Panhead Brewery.
- The Guess the Beer series reached 1.5M views across TikTok, Instagram, Facebook and YouTube from 137 videos (March to August 2026)
- Its best episode drew about 985,000 views across Instagram, Facebook and TikTok
- Those videos drew 10,000 likes
the challenge for Panhead Brewery.
Panhead is a craft brewery from Upper Hutt, owned by Lion. Great beer, a hot-rod look and real brewing know-how.
But its social channels spoke to the beer trade, not to the people who drink it. Most drinkers never saw it. The brand team wanted Panhead to stop being a product and start being a personality.
Beer is one of the hardest places to make content. Every post goes through legal review. Anyone drinking on camera must look over 25. No drinking in public.
the solution for Panhead Brewery.
Everyone at the bar reckons they know beer. So we took the labels off.
Guess the Beer puts a beer expert up against a beer fan. Real punters, real venues, one blind pour and one honest reveal. The audience plays along in the comments and picks a side.
In round one our expert froze on camera. We recut it with the beer front and centre and moved to pairs, so nobody carries an episode alone. In June we rebuilt the show as a double act, an old know-it-all against a young apprentice, with a running score.
Approved footage gets recut and reposted fast, which keeps the feed moving inside Lion's legal process.