Small Beer: In the world of extremes, drinking doesn't need to be!

Dark Horses has created its first campaign for the lower-alcohol beer brand ‘Small Beer’, and the label contains a lovely design homage to Bob Gill, who once made a logo for AGM who made really small models. 

The campaign introduces the brand’s mission to deliver lower alcohol beer without compromising on big taste. The strategy is based around the thinking that we are living in a world of extremes - extreme people and extreme views, from politics to lifestyle - but Small Beer allows consumers to step back from those extremes, drink sensibly and​ think with a clear head.​ With this latest campaign, the brand aims to highlight that Small Beer is for those that see the bigger picture.

The beautifully art directed work takes well-known phrases that on the surface look positive but are in fact regressive, and turning them on their head to give them their positivity and clarity back. Just like Small Beer. So ‘Living for the weekend’ becomes ‘Living for the week’ and ‘All work and no play’ becomes ‘All work and play’. The messaging is clear that you can enjoy work AND play in harmony. The brand’s tagline is “Think Big. Drink Small.”

The beer​ ​is available in Waitrose stores all over the Great Britain.

James Grundy, the Co-Founder of Small Beer

Small Beer has a range of​ 4 styles with alcohol percentages varying from 1% - 2.7%, offering consumers great tasting beer without the high volume of alcohol. The South London-born brand continues to challenge the lost tradition for people who do it all, targeting those who value a balanced lifestyle.

These Small Beers have a big taste. Without cooking off the alcohol or stripping it out via reverse osmosis, the portfolio of beers are brewed to strength with only the finest ingredients.

As a Swede, I am from a country where making low percentage beer is a long-standing tradition because each brand of beer learns how to do it in order to be able to advertise to the public.  Back when we had strict advertising laws against alcohol advertisements, brands got plenty creative in getting around it.

Now when a low-alcohol beer has a long-held tradition beyond those ad-laws, our beer culture allows people to have a nice 1% lager over lunch, without worrying about a drop in energy later in the day. I'd be happy to try one of these one day. Even if I'm partially doing it, just for that logo. ;)