Among the things the pandemic took away were the sensory experiences beer drinkers typically have in bars, restaurants and bottleshops. There have been no in-person samplings. No launch events. We haven’t been able to browse the shelves for new beers. And there has been plexiglass everywhere.
Last year, to help replace those lost sensory experiences, we launched the “We Taste” video series.
In each video, our knowledgable and personable head tour guide Christie Yurkovic takes beer drinkers through a virtual tour of a Tröegs beer.
She tells the origin story of each beer and highlights ingredients and brewing techniques.
The footage and audio help place viewers right alongside our brewers, whether in the dusty hop farms of the Pacific Northwest, the grain fields of central Pennsylvania or in our own busy brewhouse.
Then Christie gets inside the bottle or can. What does the beer look like? What is its aroma? How’s the texture? And ultimately what does it taste like? Viewers hear the can cracking and the beer being poured into the glass. They see its color. If only we had smell-o-vision!
One of our founding brothers always says, “We want people to be able to taste the beer in their heads.” That’s what the “We taste” videos are all about.
They videos have been a hit with our fans, and this week we learned that we were awarded a Platinum Crushie Award for “Best Original Video / Series.”
The Craft Beer Marketing Awards (CBMA) feature categories that celebrate the very best of beer marketing, and the teams and individuals behind them. All categories are judged by an influential and respected panel of beer, marketing and design experts. The CBMA’s judging process is a robust, credible and transparent digital scoring system. Kudos to our Marketing Team (and especially the star of the videos, Christie) for snagging this prestigious award!
Check out the whole We Taste video series on our YouTube channel.
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