The book of Tui

Last year, Tui celebrated its 125th anniversary. And it appears that the celebrations got so rowdy that DB didn’t quite get around to releasing its anniversary book memorialising the history of the brand. So to fill the book-shaped space on coffee tables throughout New Zealand, Tui has now released a book for its 126th anniversary. 

“Telling the story of such an iconic brand has been a year long labour of love for us,” says Corey Chalmers, executive creative director at Saatchi & Saatchi NZ. “Every page is lovingly crafted, art directed, designed and slaved over to create a timeless record of a brand dear to our hearts. It also works as a somewhat overpriced beer coaster or a good table stabiliser for a particularly short wobbly leg.”       

Written by Outrageous Fortune writer James Griffin, the hardcover book provides a glimpse into the colourful history of the brand. 

“For 126 years, the Tui Brewery has created stories large in life but so little known,” said Sean O’Donnell, the head of domestic beer marketing at DB Breweries. “This slice of history takes Tui’s yarns to a completely new level with the clever wit of one of New Zealand’s most infamous storytellers. The Tui Brewery is proud to bring to life a coffee table book that guys will actually want to read.”

Paul Wilson, general manager of Saatchi & Saatchi, called the book “branded content in its purest form”.

“It had been incredibly fun creating an actual printed book in the digital age – we couldn’t be prouder of the craft and effort put into this little beauty,” Wilson said.

The book is currently selling for $39.95, and follows on from a quirky TV ad released last year referring to the beer glass as the original handheld device.


  • Click here to see more on Tui’s 125th anniversary.


Saatchi & Saatchi NZ
Guy Roberts – ECD
Corey Chalmers – ECD
Rob Flynn – Designer
Ross Davies – Designer
Paul Wilson – General Manager
Lucy Sparks – Account Director

Maud Meijboom – DB Marketing Director 
Sean O’Donnell – Head of Cider and Domestic Beer Marketing
Michelle Goodes – Current Marketing Manager
Will Papesch – ex Marketing Manager
Kate Baars – Brand Manager

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