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BEER STORY

 
 
 

THE RENEGADE'S DRY, ALMOST BITTER PERSONALITY COMES FROM HIS RUGGED ROOTS. THIS HOMEGROWN LAGER GETS ITS WARM, EARTHY TASTE FROM LOCAL ALBERTA BARLEY AND IS GIVEN A ROUGH EDGE BY ITS SMOKY OVERTONES. SO TAKE A BREAK, BRUSH THE DIRT OFF AND CRACK A BEER.

 
 

CONCEPT

My Beer was based off my grandfather, he was a small town prairie kid who loved hanging out in his garage tinkering with old vehicles. He was happiest in his garage relaxing with friends, having a beer, smoking cigarettes, listening to classic rock, and breathing in diesel fumes.  

I took his character and used it to craft The Village Renegade, a smoky prairie pilsner. The Renegade isn't interested in weird stuff like fruit in his beer, he likes simple things. Blue collar jobs, blue jean jackets, blues rock music, and blue exhaust.

Out of the 30 beer concepts that started out, mine made the final four and was selected to be produced for a promotional event hosted by Village Brewery. 

 
 
 

WHO IS VILLAGE?

 

Some of the best things happen over beer. Ideas are born, friendships forged, deals struck. Village Brewery began that way too, with friends sharing beers and dreams for a community brewery. A brewery that would support Calgary’s artists and craftspeople. It takes a village to raise a beer. And a beer to raise a village.

 
 

BRIEF

 

Village creates beers that are based off personalities in the community, The Blonde, The Blacksmith, The Wit, etc. The Inspiration for each character is based off real people who influenced someone at Village.  Create a new beer that would work well within Village Brewery’s brand.
(Student Project)