While the craft beer movement in America has reached new heights (making up 12% of all beer purchases) big beer has grown more powerful and consolidated than ever. Their multibillion … read moredollar mergers and acquisitions have grabbed headlines and dominated the conversation in the beer world. They've also claimed to be truly American despite the fact that they've turned into international conglomerations, often based outside the States. And with the billions of dollars they have to spend on marketing and paid media, having a strong voice has proven to be a struggle for craft beer-the true symbol of American ideals. That's why the Brewer's Association turned to us to help put the spotlight on craft beer. So we decided to steal 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 undergo 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 single beer showing America just how big small beer has gotten. We called it the Biggest Small Beer Ever. And with no paid media, we set out to tell the story of the biggest merger in the history of beer. A story deeply rooted in the truly American ideals that so aptly describe the craft beer movement. We leveraged the social followings of our breweries to make the announcement in the week leading up to American Craft Beer Week, when we launched the beer. In addition, we created a unique can design that featured the names of all 4,490 breweries involved and used the can as a lasting symbol of unity and a reminder of what's truly American. Agency: Victors & Spoils.
read less...
