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The most theatrical beer ad ever

CATEGORIES: Beer Editor  

Rioters. Riot cops. Fire breathers. Guys with swords. White stallions. Explosions. Beautiful people. Ugly people. Molotov cocktails. Skull masks. Oh, and beer. Stevens Point’s new commercial for its 2012 Black Ale—titled “The End of the Beginning”—has all the momentum of a “Batman” trailer, plus a reminder that the world’s ending in December. The world’s not ending in December.

The beer itself, which took silver at the 2012 World Beer Cup, isn’t as heavy as the commercial: This apocalyptic schwarzbier washes sessionably over the tongue, delivering slight caramel sweetness, light chocolate and a touch of roast before a clean finish neatly wraps up the swallow.

The only other craft brewery commercial I’ve seen as theatrical as this one is the Flying Dog Wildeman Farmhouse IPA spot, which I still think is the most insane beer ad ever. But this is a different beast: It’s cinematic, beautifully shot and palatable to summer blockbuster nerds. Let the fan fiction begin.

Is this craft beer advertising grown up?

Post a link to your favorite craft beer commercial in the comments.


Chris Staten is DRAFT’s beer editor. Follow him on Twitter at @DRAFTbeereditor and email him at chris.staten@draftmag.com.


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  • Kat says:

    Awesome TV spot! Very well done and remarkably unique. This is so out of the box X 100 for a beer ad. Would love to know who did the creative. Absolutely brilliant!

  • Phil C says:

    I was privileged enough to be one of the riot cops on this commercial!The production team was great and did a awesome job overall as you can well see!!

  • Kelly D. says:

    Super commercial! I could see this going viral as December 2012 approaches!

  • Jamie says:

    Wow, this is great… really really different from all the typical beer ads, and other 2012 related things…

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