CRAFTING BEER PEOPLE
Truth: Millennials affiliate with brands that reflect the things they care about—their style, substance and values. Because of this, the better tasting beer doesn’t always win.
Belgian brewmaster Pierre Celis introduced his signature Witbier
in 1992 as Texas’ first, locally-produced craft beer. When his daughter Christine Celis re-launched the brewery in 2017, long-time loyalists rejoiced! But millennials said, “Celis who?” They were too young to remember the beloved craft beer brand. Our challenge: introduce a younger demographic to this legendary beer.
Crafting Beer People reintroduced and repositioned Celis to a whole new generation. Balancing heritage, quality and expertise, we updated identity, website, packaging and merchandise and leveraged OOH, social and digital media to get the message out. We created a modern new look while maintaining the essence of the original design.
Celis is now the fastest growing craft beer in Texas. On premise sales have significantly outpaced projections YTD and retail sales which were not expected to exceed on premise sales until year two, eclipsed them in less than one year.
AWARDS & PRESS
Celis White has been named one of the 25 most important beers ever created by both Food & Wine magazine and Crushbrew.com. The brewery’s comeback story has been covered by every major industry publication, dozens of craft beer websites and national publications such as Food and Wine, Texas Monthly and Bon Appetite. Ampersand’s package design for Celis Raspberry is a Gold Addy’s winner (2017), and the entire suite of products are American Design Awards winners (2018).