King Country Brewing Co. is a craft brewery situated in the heart of the tourist village of Waitomo Caves. The concept of the business was simple, produce a locally brewed, full flavor range of beers that would appeal to both local farmers needing to quench their thirst after a long days work and tourists after a celebratory pint having survived one of the many adventure caving options offered in the village. A beer that would showcase the rich heritage of the area and enhance the ‘Waitomo Experience’ for visitors.
The brand draws inspiration from the area’s rural roots and the Maori name for the King Country – Rohe Pōtae which translates as “Area of the Hat”. The hat represented in the brandmark is based on another icon of the area, the Haddad hat, custom designed by John & Karem Haddad menswear merchants from Otorohanga.