THE PROJECT

McKenzie River Corporation approached Butchershop Creative with the challenge of relaunching their prized brew in February of 2010. It had been 15 years since it was originally brewed, but the brand values were rooted deep in the tradition of Black Star. Minott Wessinger, the owner/founder was very clear that we needed to appeal to the beer industry and blogger, but did not want Black Star to be considered a craft beer. So we had to find the look and feel, the tone, the media opportunities, and the strategy to tell this story. Whether is was creating massive facebook campaigns to increase our loyal fan base or creating video content in the form of The Great American Road Trip or building an content driven website to harness all of the wonderful pieces that make up Black Star Beer's marketing, we worked hard to make this a a successful relaunch.

We were lucky enough to work with Black Star for  one year and are grateful of the relationships and wonderful work we were able to create together.