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Journal
Norsewear x Sawmill Collaboration
In a collaboration that blends craftsmanship and sustainability, we’ve come together with Sawmill Brewery to create a special edition sock that embodies the essence of both brands.
Sawmill Brewery, celebrated for their commitment to crafting exceptional beer and their dedication to environmental stewardship, have combined their expertise with our own to produce a product that is both functional and meaningful. This collaboration highlights our shared values of quality, sustainability, and community, showcasing what can be achieved when New Zealand brands join forces to champion one another.
Background and Values
Can you share a bit more about the origins of Sawmill Brewery and how it has developed its unique identity over the years?
"Sawmill was founded in 2004 by Peter and Decima Freckleton, they were very resourceful people and set up the original brewery site using second hand materials, tanks from a dairy farm for example. Mike and I took over in 2010, there weren't many independent breweries around in New Zealand then, about 30 (now there are over 250), and most of them were around Wellington and Nelson. So we were quite isolated in a sense, which turned out to be the making of us, we did things our own way, quite different to what was conventional at the time and that has gone on to be the Sawmill ethos."
What guiding principles have remained constant for Sawmill Brewery since its inception?
"Independence. To us that means thinking for yourself. We are willing to try new things and really value working with other independent, New Zealand owned businesses and farmers."
"Resourcefulness. Sawmill is adaptable, we are New Zealand's only B Corp certified Brewery and 4 times winner of the Brewers Guild Sustainability Award. We’re always mindful of our resources – time, water, energy, raw ingredients. We aim to have a positive impact on our environment and communities."
"Real. We keep it straight up! No bullshit here at Sawmill. We are making beer, and having a beer can connect people. We use almost exclusively New Zealand grown ingredients, and the innovative primary sector is a big part of why we have such good beer in New Zealand."
Collaboration Insights
How did the partnership with Norsewear come about, and what were the initial reactions to the idea?
"We always look for great New Zealand businesses to collaborate with, especially businesses that use innovation to have a positive environmental impact. We wanted something that would be really useful in a brewery - warm socks! We arent going to use some crappy synthetic socks made overseas. They have to be wool, probably the greatest product on earth. And they have to be from a New Zealand owned company. Norsewear is the obvious choice! We are supporters of the Campaign for Wool and believe wholeheartedly that every dollar we spend is a vote for the kind of economy we want. Supporting New Zealand businesses is key to this."
What are the primary goals you hope to achieve through this collaboration with Norsewear?
"We want to have fun with this amazing product, celebrate the farmers and the makers, bring these socks into a new kind of workplace, and in another way show how the primary sector is so valuable."
Product Focus
Can you explain the significance of using New Zealand-grown hops and malted barley in your beer production?
"Supporting New Zealand owned businesses and farms is the key for us - it builds stronger communities. It's also about quality, we are getting the best ingredients in the world from our South Island based farmers. We have a whole beer series - the Aotearoa Series - that showcases great New Zealand producers, farmers and innovators. We have made 50 different beers in this series so far!"
What elements of Sawmill Brewery's ethos are reflected in the design and functionality of the collaboration sock?
"The socks are made using New Zealand wool, they are hard wearing, well designed and great quality. That definitely aligns with us! Always choose quality!"
Are there any particular stories or feedback from customers that highlight the impact of your sustainability efforts?
Kiwi Rail (Transport Sustainability): https://youtu.be/RCFqxhFeWso?si=e_XTX5HJgG-3GUmH
ECCA (Decarbonisation): https://www.youtube.com/watch?v=qgbYpkog5WQ
John Kirwin: https://youtu.be/d-OxpbWmx3w
New World (Beer & Cider awards): https://fb.watch/o3JZ9zuKnX/
Community and Impact
Can you describe your relationship with the local community and how it influences your business practices?
"We make all our beer in our Brewery in Matakana, so that's our base and we get huge community support. Business plays a really important role in a community, it can create opportunity and have a positive impact if you are thoughtful about how you invest - this comes back to supporting local and New Zealand businesses."
Quality and Craftsmanship
What measures does Sawmill Brewery take to ensure the highest quality in your brewing process?
"We use the best ingredients - for beer this is Gladfield’s malted barley (from Canterbury and Otago), hops (from the Nelson/Tasman district), yeast, and water from our farm in Matakana - as well as a million litres a year of rainwater from our brewery roof. We don't rush the beer and we have a really strong team ensuring it's brewed, packaged and dispatched in the best condition."
The Essence of Sawmill Brewery and Future Visions
How do you balance maintaining your core values with the need to innovate and grow?
"They are really the same thing for us - innovation is a core value. That is how you continually improve and become more efficient. Growth means opportunity for our team and, if we are continually improving our environmental impact, is a good thing for the industry as a whole."
How do you see the craft beer industry evolving, and what role do you hope Sawmill Brewery will play in that future?
"We want to continue to lead the industry in environmental best practice and we are doing more to make our initiatives transparent and replicable. It would be great to be a part of industry wide innovation - an example would be reusable glass bottles. We want Sawmill to be a workplace where there is lots to learn, curiosity is valued and we stay innovative and adaptable. We might not be the only beer people drink but we want to be the best beer they drink!"
Grab yourself a pair.