This piece is designed to capture the raw, contemporary and countercultural nature of Brewdog, reeling against the delusions of mainstream culture and unattainable lifestyle ideals.

We find our protagonist amidst a passing oblivious crowd on a street corner. She steps up onto a small crate, elevating her just above the masses, not unlike a street corner preacher. She begins to rant into the crowd, frantically trying to save our souls from vacuous and unattainable lifestyle ideals. All around her, set into the urban landscapes, are poster billboards displaying censored beer advertising cliches. With fire in her eyes and a powerful mix of sarcasm, hope, despair, and utter conviction she delivers her speech. Her words swirl, painting pictures of overvalued stereotypes, morally manicured men, luxurious speedboat models and fake illustrious beer histories.

She remains defiant. There is another way, Brewdog Lost Lager.

Ours is a story of how lager has lost it’s way. For decades in the UK, lager has been known as a best-served icy-cold, tasteless liquid. It’s the choice of chavs, supported by an old-fashioned toxic lad culture and a rich history of nationalistic football hooliganism. Superficial beer advertising has come to represent implausible lifestyle ideals, that mean nothing. In the mainstream UK beer market apathy is rife and consumers aren’t provoked to behave differently. For Brewdog, this apathy is our enemy.

The Soapbox. In the U.K. and the U.S. there is rich history of soapbox oratory. A soapbox crate provided a free and easily portable temporary platform for street corner speakers attempting to be seen and heard at improvised meetings where they would often give provocative speeches to passersby on religious or political and cultural themes.