Upslope
Backcountry Taproom
Upslope wanted their beer, infused with uniquely hydrating ingredients, to be known as the go-to post-adventure beer in Colorado.
The Brief
Develop a beer trial experience that gets people excited for Upslope’s brand new beer, perfect for Apres anytime.
The Challenge
The client had no money to make this happen. Not kidding, literally… zero dollars.
We did it pro-bono because we loved the product and loved the challenge.
The Insight
Beer tastes better
when you have to work for it.
The Result
We channeled our inner Field of Dreams and built a bar in the backcountry (we actually used our designer’s leftover lumber from his wedding). Using social and select partners, we let beer lovers everywhere know that if they were willing to make the trek, we’d provide the beer.
We waited, and trusted they would come. And the did.
Year one had 300 attendees show up and hike, bike, and run the 3 mile backcountry hike to us.
Year two saw over 2K attendees, and now the program is an annual staple in the state for beer lovers everywhere (they’ve since had to actually charge people for the privilege to hike to the event).