BrewDog encourages consumers to ‘Choose Craft’ with new campaign

BrewDog by Tilray Brands Inc has announced the next phase of its brand communications with a nationwide campaign.

BrewDog is giving consumers 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 at major nationwide railway and underground stations, roadside locations and proximity advertising close to major stockists.

Visuals focus on real-life scenarios and stories from those who love craft beer, particularly at the point of consumption.

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, the campaign highlights reasons to choose craft.

John Beasley, chief marketing officer, comments: “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. 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 on to 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.”