You brew by day, you brew by night. It’s 3 a.m. and you’re up tonight ordering Herkules hops from Germany so the mash tun can keep churning out juice tomorrow. Check. And then, scoping out old-world recipes, thinking up new ways to add your touch. ‘Make it your own and survive,’ they said, ‘imitate and die’. Finding your voice, that’s what it’s about. Trial and error, inspired guesses, and...SCIENCE.
How could the recipe be wrong! Tossing the bad juice, reveling in the hope of the next batch. But how ‘bout the unexpected delights—the sun’s rays filtering through a mesmerizing beaker of golden wort—so promising, such potential! Will this be the one?
Will it fulfill expectation and turn into that elusive elixir - your next great, liquid hit? And then...the tasting, the savoring, and the knowing. You’ve captured lightening in the tank people! Now you’ve gotta get it in the can! Can’t eff it up! Oh the money, the time, the muscle. No compromises. It must be unaltered, uncorrupted, virgin juice in the can, every can, every time. You’ve come to the right place brothers and sisters, brewers & distillers, fermentors and concoctioners!
Palmer Beverage - your lightening in the can.
Client: Palmer Beverage, Creative Direction & Design: Kevin Cantrell, Brand Strategy & Copywriting: Erik Attkisson