launched a new beer – literally.

As Yuengling started to expand its footprint, its brewers discovered something sinister: “Skinny beer” was king. Thus, I present to you Flight by Yuengling, the “next generation of light beer” and the brand’s challenger to the Michelob Ultras and White Claws of the world. My partner and I built the beer’s launch plan from the ground up right before the pandemic reared its ugly head. We styled appetite appeal, crafted challenger messaging, shaped celebrity influencer content (Lauren Alaina, Rose Lavelle Aaron Nola), and all the rest. My only lament? Having to settle for a cobbled together broadcast spot after the world shut down.

CD: Jon Laughlin | AD: Amelie Provosty