Craft brewers operating in states where marijuana is legal are marketing their brews with bold ads pushing the boundaries of the crossover between beer and legal weed.
The latest is a digital-first campaign, “It Comes with the Territory,” from Bend, OR-based Deschutes Brewery and two-year old Portland agency Öpinionated. The videos are the first to debut since Neal Stewart joined the brewer as vp marketing last month, brewpublic.com reported.
One 30-second video uses fast moving shots to tell the story of Deschutes’ long history operating in the Pacific Northwest. The song “Louie Louie” by The Kingsmen plays in the background.
Another video shows a women in a kitchen that gives off a Martha Stewart-esque vibe. She drops many slang terms for cannabis in comparing the crossover between marijuana and Deschutes before saying, “It’s the super dank refreshment when you’re not toking the refer.”
The ads will be all digital and run across Oregon and Washington, two states where recreational cannabis is legal, brewpublic said.
Deschutes is the largest brewery to date to fully embrace the marijuana culture. Lagunitas Brewing, owned by Heineken, had been the largest U.S. brewer to market the connection.
In summer 2017, Lagunitas, which has long dappled in imparting marijuana flavors into its beers, debuted a new IPA, Supercritical, made with cannabis. The brew was in limited release in California and samples were shipped to beer critics around the country. At the Supercritical website a note reads: “The first batch of Supercritical Ale is all tapped out… stay tuned for the next release. Cheers!”