Balter turns Mick Fanning book into beer coasters, sells it through pubs

Mick Fanning is now a published author, but you won’t find his latest “book” in traditional bookstores. Instead, the three-time world surfing champion has partnered with Balter Brewing Company to launch Beers do come true: the definitive guide to achieving your beers through Australian pubs and bars.

The publication takes the form of a stack of beer coasters, with each page acting as both a detachable chapter and a functional coaster. Designed to live on pub tables rather than bookshelves, the concept plays on self-help publishing tropes while leaning firmly into beer culture.

The project forms part of a new campaign for Balter and was developed with creative agency ATime&Place.

“This book is for all those seeking inspiration to get a beer. And yearning for a place to put that beer,” Fanning said.

The opening coasters outline a three-step philosophy, "Believe you can have a beer. Ask for a beer. Receive a beer. B A R.” before moving into a series of satirical observations on beer, pubs and Australian drinking culture.

Balter head of marketing Genna Nibaldi said the idea plays with the accessibility of beer culture rather than aspirational branding.

“We wanted to create something that felt playful, practical and at home in a pub,” she said.

ATime&Place chief creative officer Matt Lawson said the execution was intentionally irreverent. “Publishing isn’t dead, it’s just gone to the pub,” Lawson said.

Beers Do Come True will be available for $15 via Balter’s website and venues that stock the brand.