Hopworks Urban Brewery - Abominable Winter Ale

While working at Hopworks Urban Brewery, I managed and executed multiple large-scale marketing campaigns to support new and seasonal beer releases. One of the most prominent of these was the Abominable Winter Ale campaign, a flagship beer line that receives significant promotional focus during the fourth quarter each year.

The intent of this campaign was to create a bold, recognizable seasonal identity that could stand out in a highly competitive craft beer market while reinforcing brand consistency across all consumer touchpoints. Given its annual return and high visibility, the campaign required a strong visual system that could be scaled, refreshed, and applied across a wide range of marketing channels without losing impact.

I led the development of the campaign’s brand direction, designing a comprehensive suite of assets across print and digital platforms. This included packaging support, in-store and point-of-sale materials, promotional graphics, and digital marketing assets, all carefully aligned to ensure cohesion and clarity across every execution. Each element was designed to capture attention, support retail and on-premise promotions, and drive awareness throughout the entire Q4 season.