Millennials have led a cultural shift away from heavy drinking.

They also want to know brands are doing the right thing before parting with their hard-earned money.

This leaves the craft beer market in a vulnerable position.

One thing this generation do value is quality.

So, Balmain became the brand suggesting people drink less – and drink better.

 

 

Working directly with Balmain Brewery.

Creative: Oliver Devaris, Graham Johnson.