Copy link Copied Copy link Copied Subscribe to gift this article Gift 5 articles to anyone you choose each month when you subscribe. Already a subscriber? Login It’s a sweltering afternoon in Longreach, outback Queensland. Being April, it’s still “winter” theoretically, but it’s 35 degrees in the shade, big blue sky above, and there’s a bloke riding a huge white bullock in the main street.
I’m here with 70 or so other guests flown in by private jet for the launch of Long Run, a new premium lager from Great Northern Brewing Co., Australia’s top-selling beer brand. And the company’s marketing team is playing up the outback imagery for all it’s worth.
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