The brief
Upland has been infamous for its sour beers, particularly among beer geeks and trading circles. As sour beers gained more mainstream popularity, Upland looked to gain trial and loyalty from those most likely to try and buy—wine and liquor drinkers.
The idea
Subvert the expected. As part of our overall campaign to increase trial, we partnered with Tullamore D.E.W.’s national Dew and a Brew tour to create a new spin on the legendary bar duo of whiskey and beer—Irish whiskey and sour beer. And we even went so far as to create intriguing sour beer cocktails. Upland hosted an exclusive pairing event featuring Tullamore D.E.W.’s brand ambassador Jane Maher on her quest to discover interesting beer and whiskey pairings. The large green tour bus stopped at our sour beer brewery, and we invited beer and whiskey lovers to learn about our unique pairings, followed by a tasting event at local pub Irish Lion.
The results
Not only did the tour gain Upland sours visibility, it gained a new loyal following for its delightfully pucker-inducing beers. And it was the beginning of a beautiful partnership between Upland and Tullamore D.E.W. We hosted several tasting events throughout the Indianapolis and central Indiana area to inspire unique pairings and trying something new. Long live the Dew and a brew.
Photography and video: Anna Powell Denton