If there’s one modern surf company that’s built its image around surfing, drinking beer and having a good time, it’s the Mad Hueys. The Gold Coast lads rarely do anything without a cold stubby nearby, so when they launched their own signature brew this year, it made perfect sense. We caught up with one of the main men behind the Hueys, ex-pro surfer Damon Nicholls, to talk about how the Captain’s Lager went from a harmless idea cooked up over a couple of cans to a crisp product you can now crack the top off and enjoy all over Australia.
Tell us, how did the idea for a Mad Hueys signature drop come about?
The idea first came about two years ago. We just thought how good would it be to one day promote our own beer instead of everyone else's when we shoot our videos. It was purely a thought that came to us while drinking beers out fishing, then it took a little while to get the wheels in motion, but we've finally pulled it off and it's the best ever.
And how did you go about getting those wheels in motion?
It took a while to source a lot of things. We did the usual taste testing … well, we did lots of that (laughs). And we didn't want to make any old beer, we wanted to make it for the people who love beer just like us. The rest is history. The recipe is from a local brewer, and we're proud as shit with the outcome.
Where can people get a Hueys beer?
You can get it all throughout the Gold Coast now. It's spreading like wildfire all over Oz. Boozebud.com is amazing for to-your-door deliveries. It’s on our website, or ask your local bottle-o or pub and we can make it happen. Try it. It will change your life for the better.
The beer seems to be positioned as a kind of anti-craft beer – what kind of beers were the Hueys into before you guys came up with your own?
We're all pretty versatile, but we wanted something you could have a fair few of and not feel bloated or sick of after a few. We wanted something you could smash down all day long and keep wanting more. So after extensive trial and error, we made the world’s best beer (laughs).
At the moment you’ve just got the Captain’s Lager. Do you have plans to develop some other drops?
The Captain’s Lager is our first drop, but nothing is out of the question. We're open for suggestions. We run on what our supporters want. If they want it, we can make it happen.
4.2% … Couldn’t make it any stronger?
We wanted to make a straight 20% one beer knockout (laughs). No, there's lots of rules and regulations when making a shelf-ready beer. We didn't want to be too gay and make a mid-strength, so when the recipe came about and we ended up at a full-strength lager we were all stoked with the outcome.
How’s the response been so far?
The response has been unbelievable. It's hard to know what people are going to like, so it's always a bit stressful, but we're just average guys who like beers and we thought: Fuck it, if we like it, then the world will love it. Cheers to that!
First Balters and now the Hueys – is making beer the new trend among surfers and their companies?
I dunno, I guess people aren't as scared about letting sponsors or whoever know that people like to relax and have a beer. It's not about sending a bad impression anymore. For us, we never follow the rules too closely, so it was just another extension of who we are.
On the subject of Balters, how much better is your beer than theirs? I can imagine with you all being from the Goldy and good mates, there must be a bit of friendly competition there?
I’ll let you be the judge of that (laughs). We’re always up for a challenge. But we're fucking stoked on our little bit of liquid gold that's on the shelf. The Captain’s Lager – try it, you won't be disappointed.
