Crown and Fort George Brewery engage customers with music-focused cans
November 5, 2013 Keith Gribbins
You can't see it here, but these cans feature a sticker with a special code for free downloads of music from artists on the Tender Loving Empire label.
Music and beer are old friends, and a great collaboration between packaging expert Crown and Fort George Brewery are bringing the two together in new and innovative ways.
A seasonal brew called Tender Loving Empire NWPA (Northwest Pale Ale) packaged in cans from Crown Beverage Packaging North America, a business unit of Crown Holdings Inc., is the central component of the campaign. In celebration of the sound and flavor of the Northwest United States, Astoria, Ore.-based Fort George Brewery is promoting Tender Loving Empire, a consignment shop, screen printer and record label representing artists in the region, using a uniquely aluminum medium.
Tender Loving Empire designer Andrew Sloan collaborated with Josh Berger of PLAZM design for the NWPA "Wooden Sunset" can, using various wooden elements combined to look like a coastal sunset. The cans also feature a sticker with a special code for free downloads of music from artists on the Tender Loving Empire label. The partnership takes one step further with the production of four music videos that were filmed on the Columbia River from Portland all the way to around the canning line itself. The NWPA music video series can be viewed online at Fort George Brewery Tender Loving Empire Videos.
"When it comes to canning our beers, we wanted to work with a partner that offered quality packaging but was also flexible enough to support us in some of our more complex collaborations, like this one," said Brian Bovenizer, marketing manager at Fort George Brewery. "Crown's support was critical in bringing this seasonal ale to life and leveraging the packaging format to its best advantage."
The special ale is currently being distributed throughout Oregon, Washington and Idaho, and the packaging has been met with enthusiasm from consumers. Fort George has been producing beer in cans since 2010, valuing its ability to cool more quickly than other formats and be stored at lower temperatures. This is an important condition for the brewer, which requires that all distributors and retailers keep its beer refrigerated to avoid damaging the carbonation and flavor.
Today, packaging in cans extends beyond the Tender Loving Empire NWPA. Five of Fort George's mainstays (nicknamed the "Fort 5") are also packaged in cans. The Fort 5 group includes 1811 Lager, Quick Wit, Cavatica Stout, Vortex IPA and Sunrise Oatmeal Pale Ale; the canned seasonals will all be collaborations of some sort, extending the definition of the collaborative nature of craft brewing.
The spirit of collaboration at Fort George continued with the launch of 3-Way IPA in mid-July. Developed by Fort George, Lompoc Brewing and Gigantic Brewing Co. — three well-known brewers in the Northwest — the brew was designed to be a more refreshing IPA for the summer months. In the spirit of collaboration, Fort George is teaming up with a local retail store, Next Adventure, that sells outdoor equipment to create a brew enjoyed during outdoor activities like kayaking, also packaged in cans from Crown. The mixed-adventure marketing approach is intended to demonstrate the versatility of the beverage can and to connect with consumers' favorite activities.
"At Crown, we are always enthusiastic about working with and supporting craft brewers in identifying new ways to engage consumers and build brand loyalty," commented Brian Thiel, craft brand manager. "Cans are the ideal choice for consumers who value the distinct flavor and identity of their favorite beers and we're proud to have collaborated on a mixed-marketing endeavor that brings together all the unique aspects of the craft brewing culture that people enjoy."
Quick can supply updates from Crown and Ball corporate calls in Q3
Illinois' Noon Whistle Brewing embraces Crown's 360 End, which allows the entire lid to be removed from cans
This new bottle cap from Crown has a built-in lever for easy opens (genius)
Crown and Moosehead (Canada's oldest indie) work on 100th anniversary can
FortGeorgeBeer says
RT @CraftBrewingBiz: Crown and Fort George Brewery engage customers with music-focused cans. Props @FortGeorgeBeer http://t.co/yD0J6pG5Mx
PakTech says
RT @CraftBrewingBiz: Crown and Fort George Brewery engage customers with music-focused cans. Props @FortGeorgeBeer http://t.co/4iqAP1KQB8