For Outside Magazine's 40th Anniversary, the folks at Upslope Brewing Co. created a one-of-a-kind brew to celebrate their mutual love for the outdoors. With a printed manifesto on the back of each can and a unique die-cut label in the shape of Upslope's iconic mountain silhouette, they loved it so much, they ran it as ads in Outside Magazine.
The beer was debuted in Outside's anniversary issue and tasted for the first time at Upslope's 2017 Backcountry Taproom.
Agency: Fortnight Collective
Design: Emilie Druss
Copywriting: Becca Schepps
Can Copy:
We think the only thing better than a trail run, a perfect powder day or a sunset over a canyon, is a trail run, a perfect powder day or a sunset over a canyon plus a beer.
Which is why when you’ve championed exploration and adventure for 40 years it’s definitely time for a celebration.
So raise a can as high as our Denali’s hops.
Tip one back and apres this moment.
Your history. Your run. The paths you’ve forged, the places you’ve implored people to go.
Apres summits. Apres singletrack. Apres rivers.
Apres waterfalls, campsites, getting lost, and being found.
Apres 40 years of awesome.
Because nothing tastes better than the first beer after doing something incredible.
And Outside has been championing the incredible for 40 years.
So this time around, don’t grab any beer.
Grab your beer. A beer specifically brewed to celebrate everything you’ve accomplished.
And every milestone yet to come.
PRINT AD COPY:
You’ve championed exploration and adventure. You’ve given drinking a view.
And it’s time for a celebration. So raise a can as high as our Denali’s hops. Tip one back and apres this moment. Because nothing tastes better than the first beer after doing something incredible.
CHEERS TO 40 YEARS OF LIVING BRAVELY.