Archaeological records of ancient societies show laborers being paid in beer to build the ziggurats of Mesopotamia and the pyramids of Egypt. In a world where ordinary water was often suspect, beer was a hearty, starchy brew that could double as a meal. In essence, a drinking worker was a happy worker.
This ancient connection between beer, brewing and work was the inspiration for a collection of craft beers called Workman’s Wage. It’s a celebration of the everyday labor of everyday people — the folks who make things, fix things, build society and sweat out the hard jobs. This is beer for those who understand taste but don’t go for pretension. Each brew is a visual manifestation of life’s everyday heroes: the fireman, logger, welder, steelworker and blacksmith.
Branding is simple and straightforward, with a memorable logo that works as well on cans as it does on a truck sticker or coaster. The campaign carries through with a cheeky reminder of the ancient tradition of a well-deserved beer at the end of a long day: “Drink Your Wages.”