This Summit Brewing video was created to reinforce the brand’s role as an original craft brewery while reconnecting with modern beer drinkers in an increasingly fragmented and competitive category. As craft beer matured, many legacy brands faced the risk of being overshadowed by novelty-driven entrants or reduced to nostalgia. The opportunity was to remind consumers why Summit matters now, not just why it mattered then.

Agency Squid developed this video as a brand-building asset grounded in place, values, and everyday ritual. The creative focused on authenticity, approachability, and shared moments, positioning Summit as a beer that belongs in real life rather than special occasions alone. By leaning into familiarity and confidence instead of trend-chasing, the work reinforced Summit’s credibility as a brewery that has endured by staying true to its roots.

From a strategic standpoint, the video was designed to operate across paid social, digital video, regional media, and brand-owned channels. Pacing, tone, and visual language were optimized for modern consumption while preserving the warmth and restraint expected of a trusted craft brand. The execution balanced emotional storytelling with clarity, allowing the work to support awareness, consideration, and ongoing brand relevance.

The importance of this campaign lies in its ability to modernize perception without abandoning heritage. Rather than reinventing Summit, the video clarified what the brand stands for and why it continues to earn loyalty. It helped Summit remain culturally present in a category often dominated by noise and novelty.