BrewDog, now owned by Tilray Brands, Inc., has revealed the next phase of its brand communications with a with a clear message and confident nationwide campaign, backing the craft category for the future.
Launching today (5), BrewDog gives the nation reasons to "Choose Craft" in a high-profile campaign celebrating craft beer, brewers and beer lovers, and championing quality ingredients, brewing passion and community spirit.
The highlight of Choose Craft is impactful murals in prominent locations in Manchester and Edinburgh, supported by static and digital adverts distributed across major nationwide railway and underground stations, roadside locations and proximity advertising close to major stockists.
With visuals that focus on real-life scenarios and stories from those who love craft beer, particularly at the point of consumption, the activity takes BrewDog back to its craft roots, celebrating true insight into the passion of the craft beer community and aims to remind consumers why craft beer is special and worth choosing.
With examples including keeping the empty cans just because you like the artwork, waiting to ensure your favourite beer is at the perfect temperature before drinking it and knowing the flavour profile so intimately that you can tell the difference in varying batches – all reasons to choose craft.
“Choose Craft is our commitment to the future of the category," said CMO John Beasley. "It not only celebrates everything that makes craft beer worth choosing – the passion, care and creativity of brewers – but also the community who make the category so special. The creative is an observation of this community’s shared obsession for great tasting beers, quality ingredients and brewing excellence that is like no other.
“Following our ‘Under New Ownership’ campaign, which signalled BrewDog’s renewed focus on what it does best, Choose Craft moves onto the future with optimism, reminding our fans what we all love about craft beer and looking ahead with confidence. This is a hugely dynamic category, and we take our position as the leading craft beer brand seriously. The new campaign is a promise from BrewDog to keep brewing and serving some of the best beers in the world so that beer lovers continue to choose craft.”
To celebrate, BrewDog is also introducing a grocery and BrewDog.com promotion on 10-packs of Lost Lager for £10.