New York’s most iconic brewery came to us with a steep request: Make the average beer drinker excited about a non-alcoholic beer.
Most people think of non-alcoholic beer as a bland, tasteless option, reserved only for the very niche consumer, such as pregnant women and recovering alcoholics. So, to introduce the new Brooklyn Brewery Special Effects IPA to the world, we created a surrealist version of Brooklyn. A place where, because you switched to non-alcoholic beer, you have more energy to take on the city. You can wake up earlier, stay out later, and do more of the things you love. Even if that’s just drinking another IPA.