Microbreweries strive for uniqueness by creating local products representing local interests so that the consumer finds themselves culturally attracted to the product. Microbreweries popularity also derives in part from the desire of people to break away from the homogeneity of popular, consumer culture, and re-establish connections with local communities and economies. Neo-localism directly results from anti-globalist sentiments among consumers. The craft beer movement reflects this shift towards unique local products.
Microbreweries advertising is usually limited to social media, and word of mouth. They do not have their own identities as they are small enterprises with lower turnover. Some microbreweries are not even known at all, and without creating advertisements, they are not gaining consumer loyalty like a national macro-brewery does. With photographic visual communication, one can start identifying the breweries and craft beers individually and assist them in gaining more market share.
This projects seeks to show that photography is a vehicle to visual communication which effectively creates visual identities for the craft beer product individually, as well as the selected microbreweries in the Eastern Cape. The photographic advertisements and video production will encourage viewers to desire the product and identify different products through memory of the visually communicated photographic representations.
I created this campaign for Dockside Brewery in Port Elizabeth, Eastern Cape.
© AstinSampson2015
African IPA
African IPA is our celebration of Africa. We are particularly proud of this beer as it is brewed entirely from local ingredients.
The character of this beer is defined by the balance between hops and malt. It is wild, harsh and unpretentious.
Those who are looking for new experiences and trying to expand their own frontiers, just as the early settlers in did, will find something they are looking for in this beer.
Blood, Sweat and Tears.
This is their inaugural beer which was named after everything that’s gone into setting the brewery up. Literally blood, sweat & tears. They chose this beer to represent our brewery as it reflects their style and attitude. It’s strong & it’s bold, it’s also totally uncompromising.
Blood Sweat & Tears is a rich, very complex, sophisticated, somewhat sweet while at the same time bitter hybrid style belgian beer that is more suited to sipping and savouring rather than gulping.
It’s perfect for a moment of quiet contemplation and appreciation on all things that a great, original artisan brewed beer can be!
Patience
It took just over a year to get their brewery up and running. Waiting for the necessary licences and approvals while fabricating the equipment on a small scaled budget and not knowing where or when the money for the next piece of equipment was coming from took PATIENCE.
“One thing we’ve discovered is that not many people are patient and that is exactly why patience is not for everyone.”
Patience Pale Ale is their take on a marriage of the Southern Californian Pale Ale and the English Classic. Rich gold in color, this beer is a robust and full-flavored South African interpretation of the traditional styles.
Its bold malt character is perfectly complemented by a judicious amount of local hops, lending it a strong enticing aroma. This is an Ale for those who have learned to appreciate distinctive flavors and have a thirst for something out of the ordinary.
This is exactly how a fizzy, yellow beer should taste!
Red Velvet
Staying true to their commitment to being innovative, they give you the first beer in the world that contains beetroot and cocoa, hence the name.
Red Velvet Belgian Ale is an extremely smooth and creamy, endlessly drinkable beer. Its velvet texture and chocolate notes make it one of our most extraordinary beers yet.
This is THE REAL BEET!
