American Craft Beer Week
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We created the official craft beer of craft beer.
Multibillion dollar big beer mergers have grabbed headlines and dominated the conversation in the beer world as of late. So we decided to take a page from their playbook and create a merger of our own, announcing to the world that 4,490 craft breweries across the country would nudger a major merger in a nation-wide act of solidarity and support for craft beer. Not shareholder value. The first order of business for this massive new brewery? Brew a beer showing American just how big small beer has gotten. We called it the biggest small beer ever and launched it during craft beer’s biggest week—American Craft Beer Week. The beer was brewed by breweries in all 50 states and based on a common recipe. During the special week, we organized a nationwide toast at every brewery who carried the beer in honor and celebration of craft beer’s importance to the culture. To immortalize the massive merger, we designed cans that featured the names of all 4,490 craft breweries across 6 different cans and made the 6-packs available at breweries and liquor stores across the country.
Case Study
Posters & Cans
Promo Film
