It doesn't look like a craft beer. It doesn't sound like a craft beer. On the market only since 2013, its first-ever advertising just released delivers a straightforward story: Beauty shots of the beer. A gentle knock on seasonal beers common among craft brands. A commitment to just one style, and no light version. Many generic-looking images, from happy drinkers to ingredients to brewing equipment to brewing guys. Tongue-in-cheek announcer. Lots of beer-cans-in-ice shots. A nod to its California hometown. Finally, a serious summary statement: "The perfect beer, pure and simple." In other words, craft beer that's just good beer.
This is the first anti-craft, craft beer.
Good wine without pretense, meet your beer cousin.
Like an end-run, with nothing but open field ahead.
This is a craft beer brand to watch.