joe stefanson

Fat Tire was a craft beer pioneer, bursting onto the scene in the mid 90s. But its dated amber ale style no longer resonated with craft drinkers. So they took the bold step to completely reformulate this classic beer recipe, and asked us to help let fans know about the big change.

We built custom, handcrafted commemorative press kits that included a bottle from the very last case of old Fat Tire and a bottle from the first case of new Fat Tire. We sent them to press & influencers to build intrigue before the news broke.