BrewDog, by Tilray Brands, has unveiled the next phase of its brand communications with a nationwide campaign urging consumers to 'Choose Craft'. Launching today (5 October), the high-profile campaign celebrates craft beer, brewers and beer lovers, championing quality ingredients, brewing passion and community spirit.
Murals and nationwide adverts
The centrepiece of Choose Craft is impactful murals in prominent locations in Manchester and Edinburgh, supported by static and digital adverts across major railway and underground stations, roadside locations and proximity advertising near major stockists.
The campaign highlights reasons to choose craft, such as keeping empty cans because you like the artwork, waiting for your favourite beer to reach the perfect temperature before drinking, and knowing the flavour profile so intimately that you can tell the difference between batches.
Commitment to the category
John Beasley, chief marketing officer, said: “Choose Craft is our commitment to the future of the category. 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.”
He added: “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.”
Beasley referenced the previous 'Under New Ownership' campaign, saying: “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.”
He concluded: “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.”
