“Music and beer have always united people.” That’s a statement that the beer brand with music woven into its DNA wants people to know. SingleCut was named after an iconic guitar body. Even its draught tap handles are carved like guitar necks.

On its sixth anniversary, New York brewery, SingleCut Beersmiths, and its Canadian agency, Zulu Alpha Kilo, have launched a campaign has launched a beer inspired by a music legend who tried to make the world a better place. A beer called Remember. 

It’s a beer to remind people of the values that seem to have been lost – peace, love, unity, hope and truth. 

“There’s never been a better time to use creativity and craft to bring people together,” explained Rich Buceta, founder and head brewer of SingleCut Beersmiths.

“SingleCut has always been a fusion of craft beer and classic rock. When we were presented with this idea, we knew it would resonate with our audience in an authentic way.”

https://youtu.be/4Bqued_ri-U

The Toronto agency was originally briefed to help SingleCut celebrate its 6th anniversary. Zulu Alpha Kilo proposed the development of a unique beer to mark the momentous occasion. The agency named the IIPA, Remember, and the beer launched at SingleCut’s Astoria brewery in early December. Remember IIPA has quickly become the brand’s highest-rated beer ever.

Zulu Alpha Kilo also developed the campaign’s digital content, packaging, coasters, apparel and limited-edition art prints – all of which were centered around an iconic rock symbol and used the circular stain of the Remember beer to help create the final look.

Zak Mroueh, founder & chief creative officer of Zulu Alpha Kilo says, “Music and beer have always been a strong cultural connector. We wanted to leverage this notion in a fresh way to help people remember values that seem to have been forgotten of late.”

Credits:

Agency: Zulu Alpha Kilo

Creative Director: Zak Mroueh

Design Director: Ryan Booth

Designers: Kevin Sato & Gala Tanaskovic

Writer: Vinay Parmar

Art Director: Kevin Sato

Strategist: Spencer MacEachern

Account Team: Erin McManus, James Farquharson & Michelle Fournier

Senior Producer: Laura Dubkovsky

Studio Director: Greg Heptinstall

Production Artists: Ashleigh O’Brien, Andrew Martin, Anna Harju & Brandon Dyson

Editor: Jessie Posthumus, Jay Baker

Photographers: Devon Stone & Michael Romaniuk

Audio Engineer: John ‘Wheels’ Hurlbut

Client: SingleCut Beersmiths  

Founder & head brewer: Rich Buceta