Matilda Bay’s new Aussie Wheat Ale is light, zesty and bursting with flavours unlike any other beer. At the time of its release, "taste", or lack thereof, was a trending topic. Social media was experiencing an outbreak of posts from people who had temporarily lost their sense of taste due to the latest wave of COVID. We saw this as our opportunity to launch the beer. We found category influencers and journalists who were recovering from COVID and sent them a Non-Rapid Taste Test. A tongue in cheek way to get coverage for Matilda Bay on a small budget, in a gloomy and medically saturated media environment.