Chico, California’s Sierra Nevada Brewing Co. is doing a bit of rebranding, and it launched both a brand new website and an odd video about the history of the company to get the word out.
The website looks great, and the update was needed; Sierra apparently hasn’t updated its site in a decade. The video is cool, too…I guess. Sort of. But I have to ask, “Seriously, Sierra?” The clip is four minutes long and it’s packed with silly nature scenes and wildernessy, outdoorsman hipsters—outdoorsters?—who apparently love Mother Nature almost as much as they love a frosty Sierra Nevada.
I think the dudes at Sierra gave their ad guys the keys to the car, and they kind of just drove away with it here. Sierra Nevada played a huge role in the modern-day craft beer revolution in the United States, and it is still making great beer. That’s the message Sierra should be sending, not that its beer pairs nicely with adventure.
I drink a lot of Sierra Nevada beer, but I spend my days surrounded by concrete, bricks and glass, not rivers, sticks and grass. That video makes it seem like Sierra Nevada forgot about all the city-dwelling folks who are fueling the craft beer movement.