What does pioneering spirit taste like? If we can taste the adventurous lifestyle, does the adventurous lifestyle also have an aroma?
Marketing has always been part of the beer industry. Promoting beer has probably been around as long as making it. When craft beer showed up 40-some years ago, the lack of slick advertising campaigns propelled by million-dollar media budgets was refreshing. Times have changed and some craft breweries are now flexing their creative muscles away from the brewhouse, looking to inspire customer loyalty with more than beer. Case in point, Alaskan Brewing and the recent introduction of WILDNESS.
Alaskan Brewing says WILDNESS is “not just a beverage; it’s a manifesto of self-expression and authenticity.” WILDNESS is described as a “lifestyle brew designed for adventure.” Alaskan Brewing branded the beer as an Alaskan® Cold Beer. We know it is brewed using a “distinctive cold fermentation process [that] takes advantage of the frigid temperatures of Alaska.” The brewery says, “This yields a beer that is refreshingly crisp, and boldly infused with a pioneering spirit.”
What does pioneering spirit taste like? If we can taste the adventurous lifestyle, does the adventurous lifestyle also have an aroma? Of course, the words are all just marketing spin. It is, in fact, just a beer, though the press release and the website don’t mention what style it is.
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With the release of WILDNESS, it seems Alaskan Brewing is driving home the point that it is, uh, Alaskan Brewing, a brewery located in a place you cannot reach by road. Damn-near entirely off the grid. My question is, does this kind of marketing verbiage impact your buying decisions? Do you buy into the lifestyle or ideology that a brewery broadcasts in its branding and marketing? Or is it still only about the beer?
On UnTppd, it’s listed as a blonde-golden-other, 5% ABV. Like the Alaskan wilderness, perhaps WILDNESS is best discovered and explored on our own terms. Here is the press release introducing the beer. You should be able to find the beer out in the wild around Washington at your favorite retailer.
Alaskan Brewing Company Unveils WILDNESS, a Lifestyle Brew Designed for Adventure Seekers
Now available in all Alaskan Brewing Company markets; WILDNESSbeer.com launches to help beer lovers remain untamed
Alaskan Brewing Company is proud to release a new lifestyle-focused beer, WILDNESS, to its year-round product lineup. Crafted in Juneau, Alaska, which is famously located off the road system and only accessible by boat or plane, WILDNESS is now available in all current Alaskan Brewing Company markets.
“WILDNESS is for those who want a taste of adventure,” said Maxwell Rule, Chief Operating Officer of Alaskan Brewing Company. “This beer is an exciting new release, unlike any other for our brewery, giving seasoned Alaskan Brewing fans and beer lovers across the country a taste of the adventurous lifestyle of the Last Frontier.”
WILDNESS is made by working harmoniously with the rugged environment rather than against it, as the brewery harnesses Alaska’s frigid temperatures for its unique cold fermentation process. The resulting Alaskan® Cold Beer is invigoratingly crisp and bold with pioneering spirit.
“WILDNESS embodies a distinct identity that sets it apart from previous Alaskan Brewing releases,” said Mark Lawson, Director of Craft and Specialty Brands at Nevada Beverage. “Consumers will undoubtedly be drawn to the unapologetic attitude of WILDNESS. It’s not just a beverage; it’s a manifesto of self-expression and authenticity. From its bold flavors to its captivating branding, WILDNESS invites beer drinkers to embrace their true selves and revel in the wildness of life.”
Whether you’re conquering new heights, reminiscing on past adventures, or wishing to remain untamed, visit the beer finder on wildnessbeer.com to find WILDNESS on draft and in stores near you.
About Alaskan Brewing Company
In addition to producing award-winning beverages, Alaskan Brewing Company strives for innovation through progressive programs like employee ownership and a commitment to environmental stewardship. For more information, visit www.alaskanbeer.com.
To learn about other recent beer releases, visit our New Beer Releases page.
