Odell Brewing: Innovative Pale Ale

PROBLEM
Brand loyalty is dead among craft beer lovers. Nearly all of the classic hoppy beers, From Fat Tire to Dale’s Pale Ale, have suffered a significant drop in sales. Today, beer lovers are on a never-ending hunt for something new. The IPA category is now about innovation, not tradition.

SOLUTION
Odell launched an experimental beer series named Wolf Picker that spotlights a brand new hop every year. In fact, Odell not only uses new hops, it helps bankroll them. Odell is now a key player in the creation, growing, and brewing of exciting new hop varietals.

EXECUTION
We created a series of videos telling the story of a new hop named Strata. It features interviews with the agronomist at the University of Oregon who invented the strain, the farmers of the Willamette Valley who did the initial test plantings, and the Odell brewers who took the harvest and created a very tasty beer. It’s essentially the beer version of farm-to-table. Think of it as farm-to-coaster.

CHAPTER 1: The Hop Inventor

CHAPTER 2: The Hop Farmers

CHAPTER 3: The Hop Hunters

CREDITS
CD/AD/CW: Allen Richardson  Director/Editor: Jesse Levine/Reel Motion