The
Melbourne, Australia,
publicans Chris Hodges and Noel Fermanis launched
Piss, the
quintessential Aussie Beer, in 1998.
Initially produced as a stunt to promote their newly acquired pub, the Great Britain Hotel in the inner-city working-class suburb of Richmond, the beer quickly caught the eyes of Melbourne's young hipsters, and within months had displaced the major-brewer's products in popularity and mind share.
Piss shocked the conservative social mores of Melburnians with their witty marketing slogan Drink more Piss *
* For those who don't get the joke, "Drink more piss" has been somewhat of a party battle cry of young Australian drinkers for decades. The phrase entered popular currency via the humourously gross character Barry McKenzie, an architypal Aussie ocker, in the early 1970s.