Aetheon Brewing
Aetheon Brewing believes that making great beer is an exercise in science and creativity. As part of their total rebrand and launch of their core range, the brewery needed compelling product descriptions and packaging copy that spoke to their down-to-earth, ultra-relatable brand.
The brief
As part of Aetheon Brewing’s rebrand and core range launch, I wrote product descriptions and packaging copy that balanced craft and character, designed to reflect the brewery’s down-to-earth, ultra-relatable voice.
The audience
Gen Z, millennial and gen X craft beer connoisseurs
The voice
Down-to-earth, relatable and a little cheeky
Product Descriptions for Web
Mid Strength
Mid Strength is the ideal middle ground between our New England IPA and our West Coast IPA. Don’t be deceived by the name, though. This feel-good sessionable beer packs all the flavour and mouthfeel of a full strength – and no Uber home.
We’ve used a combination of Citra, Chinook and El Dorado hops for a citrusy base with a touch of pineapple and tropical fruit, and a hint of earthy florals. We went light on the malt with this one, but it’s still got complexity thanks to the raw rolled barley and raw wheat backing up its malted barley and oats.
West Coast IPA
Our version of the classic IPA is all about the hop flavour. We’ve turned the spotlight on bitterness in this malty West Coast IPA, which is the perfect blend for traditionalists. Familiar. But different.
We used a combo of Chinook, Centennial, and Mosaic hops for a palate that’s piney, grassy, and floral, with a note of grapefruit pithiness. And we beefed up the mix with some Munich malt to add an unexpected sweetness and toasted bready flavour.
New England IPA
We left bitterness at the door with this fruity East Coast IPA that’s all about hops flavour and aroma. With a beautifully bright colour, hazy thickness, and low carbonation, our New England IPA is a big ol’ fruit salad in a can.
El Dorado, Ekuanot, Citra, and Sabra hops are responsible for the double doses of melon, tropical fruit and stone fruit in this juicy blend. We’ve added thickness to our light malt with plenty of wheat and oats, and snuck some Golden Naked Oats in there for a pinch of extra nuttiness.
New World Pale Ale
Our New World Pale Ale packs an unexpected punch. It might not have the strength of its IPA mates, but you can’t tell with its rich mouthfeel and fruity flavours. For a pale ale, this one’s a dark horse.
We’ve put together a juicy palate of pineapple, mango and tropical fruits – grounded by a hint of grapefruit bitterness – with the help of Sabro, Ekeunot, and Mosaic hops. The malt’s been kept in the wings to let the hops take centre stage, but we’ve added a healthy dose of oats for that surprisingly rich mouthfeel.
Can Packaging Descriptions
West Coast IPA
The spotlight’s on bitterness in this malty West Coast IPA. With a palate that’s piney, grassy and floral – and with a touch of grapefruit pithiness and toasted bread – it’s the perfect blend for IPA traditionalists. Familiar. But different.
Mid Strength
Light on malt, but still complex, this Mid Strength has a citrusy base with a touch of pineapple, tropical fruit, and earthy florals. It’s a feel-good sessionable beer that packs all the flavour and mouthfeel of a full strength – and no Uber home.
New England IPA
This juicy blend’s got double doses of melon, tropical fruit, and stone fruit – and just a pinch of nuttiness. With a beautifully bright colour, hazy thickness, and low carbonation, our New England IPA is a big ol’ fruit salad in a can.
New World Pale Ale
This New World Pale Ale packs an unexpected punch with a rich mouthfeel and a juicy palate of pineapple, mango and tropical fruits, and just a hint of grapefruit bitterness. For a pale ale, this one’s a dark horse.
