When it comes to beer and storytelling, it’s usually the people drinking that turn into characters.
Central City Brewers + Distillers is attempting to alter that chain of events by turning its beer into the characters, then asking people who drink it to help develop the plot.
The Surrey, B.C.-based craft brewery is launching a series of character-based beers that exist in a mythical world known as Central City, described as a “post-industrial, mythical metropolis port town.”
“It’s a way to elevate the brand and create a story behind the brewery that gets craft beer enthusiasts excited about the next release,” says Tim Barnes, Central City’s vice-president of sales and marketing.
Barnes says he came up with the idea, which is a departure from the brewery’s more conservative marketing style.
The storyline is inspired by Gotham City from the Batman series, but set in a place similar in surroundings to the brewery’s base in B.C.’s Lower Mainland, with of course some creative license.
“Central City is a once-rich township of honest, blue-collar citizens who are now governed by institutions run by old power and old money,” reads the brewery’s marketing materials. “In a city where corruption and crime rule all, justice is brewing.”
The brewery is starting the campaign by unveiling its first character, called Detective Saison, which is a “smooth, dry, classic French Saison-style wheat ale, balanced with a fine malt character and a spicy attitude.” Detective Saison is also described as having “an iron constitution about right and wrong and her pursuit of truth and justice is unrelenting.”
More characters, each with their own brew, will be unveiled in the months ahead. The next character/beer will be released in June and Barnes says they have plans to release at least two others this year.
The goal, as the characters develop, is to get customers to engage and help drive the story.
“We are hoping to build more loyalty and more excitement around those releases, so people will be left wondering what will happen next,” Barnes says.
The marketing campaign will mostly take place through digital channels. The story will be told and unfold across Instagram, Twitter and Facebook. The brewery is also producing movie-like posters and life-sized cutout figures of its characters to be placed in various retail locations.
“We are taking a page out of the handbook of both comics and movies in terms of how we are bringing it to life,” says Barnes.
A launch event is being held later this week to unveil Central City’s new storyline and Detective Saison. Detective Saison (6% ABV) will be available in draught and in 650 ml bottles starting later this month, the company says.
Barnes says the brewery is hoping the campaign will help to refresh its brand and lure more consumers.
“It’s exiting for us because it’s fresh, definitely a younger, more fun approach to creating seasonal beers,” he says. “If it’s really successful we’ll continue with it. If it’s not, I’ll take the blame.”
