The Beer Glass Project.

The Beer Glass Project was a campaign to reframe beer, putting glassware at the front of the conversation.

Over 5 weeks in October 2020 we shared a range of specially commissioned photographs (credit: Claire McClean) presenting beer as part of a high-end aesthetic and an indulgent experience in beautiful and ‘unexpected’ glassware - something not commonly associated with beer. The glasses featured in the photos were either purchased in charity shops or were found at the back of the kitchen cupboard.

The photographs were released alongside a range of other digital content focusing on the language of beer and the history of the beer glass with the aim to challenge existing perceptions and entice more women to give drinking beer a shot.