Convincing a Queenslander to have a beer is no difficult task, but if that cold one also offers support to the state's farmers - well, you're probably onto a winner.
That's exactly what the Droughtie Mid-Strength Premium Lager is promising.
The new beer, made in a partnership by Queensland company Newstead Brewing and Droughtmaster Australia, directly supports cattle farmers in the Droughtmaster Society with a sale of each purchase kicked back.
The 3.5 per cent alcohol beer is available on tap in several pubs in southern Queensland and cans are expected to be available across the state from March 29.
The beer is an ode to the Queensland beef cattle Droughtmaster, an animal bred to endure the state's harsh conditions, and was borne out of an unexpected phone call.
After a short-lived deal with brewing giant Asahi, Droughtmaster's original beer - Droughtmaster Lager - was pulled out of production when the company merged with CUB in November last year.
Droughtmaster Australia general manager Simon Gleeson said that after sending out the message to let members know the end of the partnership, he was "shocked" at the call back he received.
"I got a phone call from a member, Peter Howes, and he told me that he owned a small brewing company in Brisbane and wanted to get involved.
"I must have got the shock of my life when he told me it was Newstead Brewing Company."
Peter Howes, CEO of Newstead Brewing, had a relationship with the Droughtmaster breed that goes back to the early 90s, running a 60 hectare block home to 40 breeders and calves on Balmoral Ridge, Sunshine Coast.
Mr Gleeson said the decision to team up with the local brewing company and fellow Queensland company was as easy as drinking a beer itself.
"The society gets three cents per litre on the sales, so the more they sell the more that comes back to our society to help our Droughtmaster breeders.
"It's another source of income, to help grow the business and the breed."
Newstead Brewing director of sales Brad Howatson said the opportunity to work with Droughtmaster fit the brewing company's values perfectly.
"The synergy is great, our owners were already Droughtmaster farmers," he said.
"The cause behind the beer was already in our DNA.
"In a very competitive market against other mid-strengths, this is providing an opportunity to supply a premium mid-strength beer that consumers will recognise and gives them a chance to give back to our farmers."