Big Rock Brewery

When Ed McNally introduced Calgary to the Big Rock brewery in 1985, his concept was simple – to make the beers he wanted to drink, not what would be popular. Today, the company brews and bottles over 25 different types of masterfully crafted beers which are served in many local pubs, restaurants and liquor stores across Canada.

Big Rock had a very traditional sales model for expansion. Although retail was key to the success of sales, the company depended on bars and pub promotions to grow the brand nationally. As the on tap market grew, so did the company’s reputation as an alternative to Molson, Sleeman’s and Labatt.

 I worked as the Brand Specialist for Big Rock between 2006 and 2010. Big Rock, who was well known as “the local brewery” at the time began taking steps to expand sales and find new markets across the country. Although their focus was mainly devoted to British Columbia, Saskatchewan, and Manitoba they later moved into Ontario. I led a team of dedicated graphic designers devoted to the Big Rock brand across Canada. From posters and flyers, to banners and beer menus, we helped the company’s sales team sell the story of the local Calgarian brewery to every venue and event Big Rock beer was sold. 

During this expansion, the company relied on the success of three of their brands: Grasshopper Wheat Ale, Traditional Ale, and Honey Brown Lager. Most of the promotions at the time featured at least one, if not all three, of these brands. New products were launched as well, such as Big Rock Lime and XO Lager, but rarely were these promoted and marketed separately from these three whenever they introduced a new product.

Below are a few sample projects created for Big Rock Beer.

Case Study: Bar & Pub Promotions

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Case Study: Bar & Pub Promotions

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Case Study: Bar & Pub Promotions

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Case Study: Bar & Pub Promotions

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Case Study: Bar & Pub Promotions

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Case Study: Bar & Pub Promotions

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.