I used to brew beer. My favorite was “Sweaterbeast,” a hearty, 11% alcohol brute of an ale. In fact, I liked it so much that I created a few mammal-inspired labels for it—and eventually, a campaign.
Not only does a strong winter ale make one feel physically warm. It also helps people warm up to each other.
“Conversation warmers” encourage party guests to chat with the help of philosophical, beast-themed thoughts.
Conversations can take a while to warm up—so why not start warm? A conspicuously placed pocket bear can help, especially if it gets passed from one guest to another over the course of a night.
Getting extra warm and fuzzy isn’t just about beer—it’s also about the people who enjoy it. A responsive Sweaterbeast website is designed to have fun with both.
Not everyone gets warm and fuzzy in the same way. For example, an introvert might gravitate toward “inner warmth,” while an expressive person might find “outer warmth” more natural. A short quiz on the website (promoted via social media) helps people find out.
Instagram photos tagged with #Sweaterbeast or #ExtraWarmAndFuzzy appear on a section of the Sweaterbeast website. Posts with the most likes win a range of warm and fuzzy prizes.
