Stone & Wood is Byron Bay's craft brewery and creator of Pacific Ale — DTC brewing pioneer, community-first marketing, acquired by Lion in 2021.
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See all ads on AdLibrary →Stone & Wood is a Byron Bay craft brewery founded in 2008 by Jamie Cook, Brad Rogers, and Ross Jurisich. Home of Pacific Ale — one of Australia's best-selling craft beers — the brand pioneered direct online brewery sales and built a loyal community following before being acquired by Lion (via Fermentum) in 2021. Also searched as Stone.
Stone & Wood's advertising is anchored in Byron Bay lifestyle and community identity rather than pure product specs. Pacific Ale's distinctive flavour (Galaxy hops, hazy) is communicated through occasion imagery. Browse Stone & Wood's ads on AdLibrary to see how a craft beer brand sustains community connection post-acquisition.
Instagram is primary for Stone & Wood — Byron Bay ocean and outdoor lifestyle imagery aligns naturally with the platform's aesthetic. Facebook supports older craft beer fans with product-led and occasion-based creative. DTC online shop promotions run around key gifting and summer peaks.
Copy themes: Byron Bay provenance, Pacific Ale as the original hazy, community and sustainability ('Stone & Wood Giving'), and the brand's independent-spirit heritage. Post-Lion acquisition, independence messaging is carefully maintained.
Stone & Wood shows that place-based identity (Byron Bay) can become a durable brand asset independent of the product itself. The challenge post-acquisition is maintaining authentic community credentials — their approach of preserving the DTC channel and local brand voice is instructive.
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