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BATCH19 Pre-Prohibition Lager
ROAD TO REPEAL DAY
Challenge :: BATCH19 was a new beer based on an old pre-Prohibition recipe discovered in the Coors archives. We had to tell the that story so it didn't just feel like made up marketing.
Concept :: In celebration of Repeal Day, the day prohibition ended, we created a nationwide sampling tour centered around the old beer trucks that delivered the first sips of beer once the ban was lifted.
Fun Fact :: Prohibition was a bad idea. Ranking somewhere between water parks and the third Back to the Future movie.
For every stop on the tour, we went deep into the archives to find historical images of each city as it looked prior to Prohibition. Paired with a story about that town, these served as our promotional materials.
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