This document discusses a case study from 2017. It describes the conceptualization, testing and planning, execution, and finished project. The case study was for a marketing company's 20th anniversary celebration where they curated beers from two breweries. They developed signature brews drawing on 20 years of experiences to appeal to different generations. The beers were canned instead of bottled to better protect flavors from light exposure.
9. Alot can happen in 20 years. To celebrate our 20th Anniversary, your friends at Tandem
Marketing Design have curated a selection of micro beers from two of the industry’s best:
Calgary’s Tool Shed Brewery and Arrowhead Brewery in Invermere, British Columbia. Inter-
provincial bootlegging aside, our beer gallery offers smooth drinking ales that both the
seasoned beer drinking snob and the wine club will enjoy.
To craft the identities of our signature brews, we drew on 20 years of experiences,
insights and observations. The wellspring, as you can imagine, is deep. So whether
you’re a millennial in your 20s, or a baby boomer looking back at lost time, we’ve got a
selection that will appeal to you and offer a sneak-peek into some of the neighbourhood
characters of Calgary’s Mission district (Tandem’s global headquarters). So sit back,
take a gulp, and enjoy!
Why cans, you ask? Is a bottle the marque container of a great beer? Nope. Bottles let in
ultraviolet light, dummy, and tamper with the beer’s flavours. Why do you think Coronas are
topped with a lime; that’s right, the acid stifles the skunky taste.* Great beer is canned to
protect the taste and flavours. And it’s poured into a glass. So respect the craft!
*Hey, we still like Coronas too.
