Cornish brewery Sharp’s back on the books for hazy IPA launch
Press Release
From the brewery behind the no. 1 cask beer Doom Bar[1], comes the first nationally available beer from Sharp’s to be brewed ‘hazy’ – Solar Wave. We’re working closely with Sharp’s to launch the beer , positioning the new cask IPA as a statement of Sharp’s innovation and celebrating the passion and craft of the Sharps’ team.
Sharp’s Marketing Controller, James Nicholls said “This is a particularly special launch moment for us, so we’re thrilled to be reunited with Eulogy to increase awareness of our new IPA and of the Sharp’s Brewery brand on a national scale. We love the passion and energy Eulogy has –it was an easy decision for us to get them onboard again.”
Eulogy chairman Adrian Brady commented: “We couldn’t be more excited to be working with Sharp’s and the Molson Coors family again, especially on such a unique addition to their already award-winning repertoire.
It’s no secret that we pride ourselves on working with brands we really admire and share values with, so we jumped at the chance to work with Sharp’s Brewery again.”
As part of the launch, we have created a short, tongue-in-cheek mockumentary style video playing on the current AI mania. The video shows pub customers consistently interrupted by ChatIPA, Sharp’s’ new and innovative ‘AI barman’. From a first date to a desperate plea at a passerby, ChatIPA becomes a frustrating – and clearly temporary – feature at the seaside bar.
Greg Mitchell, Creative Director at Eulogy said “Our excitement at tasting Sharp’s Solar Wave hazy IPA has been matched only by our amazement at AI’s recent arrival and the media’s obsession with it. As a people-first agency, we share Sharp’s belief that there are some things that are best left to human intelligence, and a chat in the pub over a pint of Sharp’s Solar Wave is high on that list.”
[1] On-Trade – CGA data w/e 25 March 2023 and Off-Trade IRI data w/e 25 March 2023; last 52 weeks, #1 cask ale in volume.
