Cheers to that: BWS is paying Aussies in cash to help celebrate its birthday

Drinks retailer BWS is challenging the idea of brand birthdays by paying customers to celebrate its 21st birthday during a month-long campaign.

“BWS has been part of our customers’ celebrations since 2001 - from birthdays to wedding anniversaries and everything in between - so we wanted to mark this milestone by celebrating our customers and making it all about them,” BWS Managing Director Scott Davidson said. 

During the month of June, BWS is asking customers to complete a number of birthday tasks with over $400,000 in cash up for grabs. 

"We know that most people don't care about a bottleshop’s birthday, which is why we wanted to have a bit of fun with ours and we will unashamedly pay you to celebrate and have your own fun,” BWS Head of Marketing Anna Webster said.

For example, Aussies can earn $1,000 by submitting an aerial video of a huge ‘Happy Birthday BWS’ message written on the ground (carved in sand on a beach, for example), $2,000 for getting a choir of 21 people to sing happy birthday to BWS, or $5,000 if you jump out of a giant BWS cake in front of a BWS store, singing happy birthday BWS, holding a BWS Birthday sign, dancing the BWS birthday dance in a BWS orange birthday outfit.

There are also some simpler tasks available; for leaving a ‘happy birthday’ message on the drinks retailer’s birthday site, customers can receive $10. If you bake a homemade cake with Happy Birthday BWS written in icing, you can earn $100 and you can earn $500 for crafting a bespoke BWS birthday outfit and wearing it. 

BWS enlisted reality stars Abbie Chatfield and Khanh Ong to be the faces of the campaign, and the best friends have starred in a range of online videos to promote the birthday celebrations. 

“We thought Abbie and Khanh were the perfect duo to front our campaign because they are confident, authentic and a bit cheeky - just like us,” said Ms Webster. 

In one of the videos, the Masterchef star bakes a birthday cake for BWS, while Abbie shows off her knitting skills attempting to make a BWS birthday outfit in another.

“You know the best thing about a bottle shop’s birthday is?” Khanh asks Abbie in one of the videos, while piping icing on a BWS birthday cake. 

“Umm nothing?” Abbie says.

“Right! But you know the best thing about BWS’ birthday?” Khanh counters. 

“Oh yeah, they pay you to celebrate. How iconic!” Abbie says before swiping her finger through the happy birthday icing on the cake. 

All the tasks are listed on, with a set number of tasks available for customers to complete in order to redeem and start celebrating between today and 30th June.

Once a customer meets the task’s requirement and the content is uploaded to the microsite and is ABAC** compliant, they’ll then be paid cash via a digital Mastercard. 

Aussies sharing their celebrations across social media are encouraged to use the hashtags #bwsbirthday and #payforhooray.

The first BWS was opened in Cabramatta, Sydney, in 2001, and the name is an acronym for Beer, Wine and Spirits. Today, there are over 1,400 BWS stores across the country. 

*T&Cs apply to all challenges listed in the release, for more information, head to 

**ABAC is the responsible alcohol marketing code, more information here

For more information, interviews and images, please contact [email protected]

About BWS

Since 2001, BWS have made it their mission to become the most convenient bottle shop in the country. With over 1,400 stores across Australia and an app (BWS on tAPP), locals can now order ahead for free pick up in store or get drinks delivered from store to door within an hour (check BWS’ online store locator for delivery areas). The BWS team is passionate about local and goes to great lengths to curate a range that's tailored to the tastes of the locals, so their customers don't have to – how convenient. 

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