Skip to Content

Dive Bar Brewing Company

The uncraft craft beer

The Challenge

To create an easy drinking, craft beer brand specifically designed to fill a growing market need brought about by an oversupply of heavy, hoppy, higher alcohol beers.

Our Role

  • Creative Strategy
  • Package Design
  • Branding and Merchandise
  • Photography
  • Social and PR
  • Environmental
  • In-Store Marketing

The Solution

Become the uncraft, craft beer. We wanted to represent an old-school mentality that is missing from the sea of stale and look-a-like craft beer marketing that is fighting for the same customer segments. We believe that "craft beer fatigue" will continue to grow as a result of the escalating over-production of heavy, hoppy, higher alcohol beers. This factor has alienated craft beer drinkers who seek lighter, easy drinking beers. 

Addressing that issue was our focus in creating this new brand from the ground up (and drinking some ice cold Dive Bar beer along the way). Inspired by the dusty light fixtures and cracked linoleum floors of America’s original gathering place, the dive bar, we intentionally kept our designs and language simple, instead of complex. Nice Dart Lager is the "kind of beer your dad drank after cutting the grass." We wanted to bring the idea of those simpler times back, in a can. Welcome to the beer, beer revolution.

Print advertisement featuring two beer cans and creative typography that says, "Here's to dive bars and good friends."Smiling man in a furry costume, wearing ski glasses and holding a six-pack of Dive Bar Beer.
Mashup of many copies print advertisement featuring a can of beer.Informational graphic talking about innovation in brewing, with the title "The world doesn't need another complicated craft beer. It needs a beer beer.360 degree shot of the Dive Bar Beer can packaging featuring a dart board and creative typography.
Live-action photograph of a Diver Bar Beer merchandise booth during a brewery tour.Three print advertisements with the words, "What the hell is a gastropub?"

The Impact

With a limited marketing budget, Dive Bar Brewing has placed Nice Dart American Lager in over 80 locations across both Colorado and Nebraska with several other states in waiting. They have been written up in several articles, presented at the Craft Beverage Expo in Portland and scored product placement on a new sitcom by The Farrelly Brothers. And that was just in the first year.

We're ready when you are

Whether you want to learn more or roll-up your sleeves and get to work, give us a call or drop us a message.
We'd love to hear from you.