Patagonia Cerveza: Comunal Gin

In Bariloche, Argentina, the brewing industry was hit hard by Covid-19, so Patagonia Cerveza teamed up with competitive breweries to create Comunal Gin

A beer-based gin made from the same barrels of beer that would have gone to waste. Comunal’s launch reached 19.6 million impressions, leading to $1.65 million in sales in August alone; that’s 45% more than the #1 beer! But more importantly, it saved the brewing community in Bariloche from having to throw away thousands of liters of beer, not to mention profit and making Comunal a testament to the power of creative problem solving and collaboration.
 

 
Credits
Agency: R/GA
Holding Company: Interpublic Group
Production Company: R/GA
Awards: Webby Awards
Tags: Innovation, Patagonia Beer, Beer Ads, COVID-19 Ads, Van Titter, Konna and Lowther, San Carlos de Bariloche, Alcohol Ads
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