Client: Drowned Lands Brewery

Year: 2022

Services: Graphic Design / Packaging / Photography / Video / Marketing

Project Scope: Drowned Lands is a destination craft brewery located in the Hudson Valley of Upstate New York. With numerous award winning beers under their belt, our challenge was to make a trio of extremely special barrel-aged stouts stand out from their already stellar portfolio. Arguably their most complex beers to date, the goal here was to highlight not only their special process and flavors, but also, there was physically so little liquid that was bottled, it was important as well to market how limited these beers were.

Step 1 was branding and packaging. We knew the beers would be bottled and we knew that the standard labeling for their bottled beers was not special enough. I reached out to the label supplier to see if they could do a combination metallic and matte print on the labels. After some sampling we knew this was going to be the look that we wanted to move forward with.

Step 2 was coming up with a marketing plan. We would stagger the volumes to be released in three consecutive weeks and then to be releases as a trio on the 4th week. Those who wanted to purchase a bottle would need to secure a ticket via Eventbrite. 

Step 3 was to visually capture how unique and special the beer was through photography and video. Each bottle was individually filled, labeled and waxed by hand by thier expert brewing staff so it was important to show that.

The approach worked like a charm and the result was that each volume sold out consecutively. Volume 1 sold through in mere minutes and people were searching for proxies to secure bottles with a significant rise in social media impressions.