The Biggest Small Beer Ever Made

While the craft beer movement in America has reached new heights (making up 12% of all beer purchases) big beer has grown more powerful and consolidated than ever. Their multibillion dollar mergers and acquisitions have grabbed headlines and dominated the conversation in the beer world. And despite their claim to being truly American, nothing could be further from the truth. They’ve become international, corporate conglomerations often based outside the States. That's why the Brewer's Association of America turned to us to help put the spotlight on craft beer--the true symbol of American idealism, ingenuity and entrepreneurship--to combat big beer. So we decided to steal a page from their playbook and create a merger of our own, announcing to the world that 4,490 craft breweries across the country would undergo a major merger in a nation-wide act of solidarity and support for craft beer. Not shareholder value. The first order of business for this massive new brewery? Brew a beer showing America just how big small beer has gotten. We called it the Biggest Small Beer Ever and launched it during craft beer's biggest week--American Craft Beer Week. The beer was brewed by breweries in all 50 states and based on a common recipe. During the special week, we organized a nationwide toast at every brewery who carried the beer in honor and celebration of craft beer's importance to the culture. To immortalize the massive merger, we designed cans that featured the names of all 4,490 craft breweries across 6 different cans and made the 6-packs available at breweries and liquor stores across the country. The can served as a beacon of unity and a reminder of what it means to be truly American. We used social media to drive awareness about the beer in anticipation of American Craft Beer Week.