St Austell Brewery has put Cornish beer on the map: their Proper Job is a household name for IPA fans up and down the country.
They took great care in translating that IPA excellence into the Low/Zero beer category – and Proper Job 0.5% became the first new launch from the brewery in nearly 15 years.
With such a loyal following, and a famously distinctive taste, it was essential that the launch messaging reassured their base, while also exciting new drinkers.
Working with specialist drinks branding agency Thirst, we crafted a messaging strategy for use across digital touchpoints. This gave Proper Job 0.5% a strong launchpad for their latest offering, meeting all their brand objectives.
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