Crux Fermentation Beer Release Video

Look, breweries release beers all the time. They have to. Part of the brewery business is to continuously release beers that fit the seasonal trends and community tastes. The lifeline of any beer focused establishment is to keep the cool and relevant factor alive.

Crux Fermentation Project does this well. They have their pulse on the market and decision maker in-house has dedicated their careers to beer and it shows. As Crux was planning the release of the newest year-round Solar Sailor IPA they turned to Hop On Marketing for a strategy. Crux needed a little extra something that could be shareable on multiple channels that would gain the attention of their audiences. This is a year-round beer not just a one-off release that will be gone when the last keg is tapped.

At Hop On we knew that what we create has to appeal to the end drinker and also the distributors and in-house purchasers at stores. With a weekend turnaround schedule, we needed to create something easily consumable so the sales team can share it with success equally as much as the marketing team to the social channels. We needed to create a video that not only captured the overall essence of the beer but it also need to grab the attention of every stakeholder. The strategy was formed. We settled on a short video under 60 seconds and it all started with us creating the following time-lapse:

Solar Sailor release video need to capture the attention right away. It’s obvious that our attention span online is VERY slim that’s why our visuals need to suck the viewer in immediately. They need to forget about their scrolling digit and revel in the moment of the video. It needs to sell on a level that spans three different purchasers.

This means that it needs to be on-brand for Crux and it needs to fit their aesthetic that their customers have connected with in the past. With a short turn-around time we ripped out to the coast from Bend and got to shooting. Before leaving town we shot off an email to our digital animator and asked him to create a logo animation that would provide a unique perspective of Crux’s logo. He came up with the following:

At the end of the weekend we had complied a big quiver of footage and by the end of the deadline we had created a short 60 second video to be used in all areas of promotion. Keeping the strategy top of mind during the entire process the following video was created. If this fits what your brewery is looking for, shoot us an email and let’s talk about what this looks like for your brewery’s initiatives.