What if your distribution strategy could reinforce your brand's mischievous risk-taking positioning? We launched Moo Brew's new range of cans with a roulette vending machine. Pull the handle and you receive 1 of 7 delicious Moo Brews, or a warm can of fosters that you just paid $10 for. It was toured down the east coast of Australia, earning media as it travelled, and now sells beer in the middle of the Sex & Death Gallery at Mona.