PROGRAM DEVELOPMENT

FROM strategy, to design, to launching the product to the masses: BAYside Black IPA

In 2015, the band Bayside paid a visit to Oskar Blues while on tour and we put our heads together to come up with a way to work their love of craft beer into a way to connect with fans and launch their upcoming record the following year. Collaborating with Head of Brewing Operations, Tim Matthews, we decided to move forward with a black IPA that would use the body from the dark roasted malt and combine it with huge citrusy hop aroma and flavor plus a massive dry-hopping of Citra for good measure. The result was Bayside Black IPA with an entire on and off-premise sales initiative built around its release. We coordinated the tour routing with the top ten markets for both OB and Bayside for venue account placement, endcap displays at over 200 Total Wine stores nationwide, plus a beer/album presale package with beer shipped straight to your house. 80% of the beer was sold into Total Wine accounts before we made a drop of beer and over 40 cases were sold through the album presale. 

All design, layout, and photography by Jeremy Farmer.