Leinenkugel’s ︎


Work by ︎︎︎
Art Direction, Adam DuBrueler
Copywriting, Isabel Kerr



Prologue  ︎︎︎


German Mastery, Wisconsin Hospitality.

Some of us came to escape something. Religious persecution, famine, oppression. Others of us came to find something. Family, shelter, safety, a voice.

The Germans?

We saw opportunity, and had our eyes set on you from the get-go. Your pure water, plentiful grain, and acres of thirsty lumberjacks.

Wisconsin, we have arrived, and we brought beer.




Chapter One: OOH  ︎︎︎






Chapter Two: Wisconsin Scoreboard  ︎︎︎







Chapter Three: Wisconsin Word of the Day  ︎︎︎

German is almost as hard a language to learn as speaking in a Wisconsin accent. Using the power of Alexa, Leinenkugel introduces the Wisconsin Word of the Day.







Chapter Four: Beer 101: International Brew University  ︎︎︎

We can’t make college free here in the U.S. like it is in Germany, but we can give you the next best thing-a free beer making course.















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