Meantime matures its beers for up to six weeks, allowing the beer to mature and mellow for greater flavour. The campaign seeks to “highlight and celebrate this care and attention afforded to every keg and bottle”, while also showcasing the master craftsmenship of the brewers.
The campaign will see Meantime collaborate with six handpicked, expert craftsmen across six major UK cities: Manchester, Glasgow, Leeds, Bristol, Brighton and London. Meanwhile challenged each of the six craftsmen to create something unique in the same six weeks in will take them to brew a bespoke beer. Both Meantime and the craftsmen will take inspiration from one another’s craft, personality and values, which will be reflected in the final products.
The specially designed pieces will be featured in Meantime’s Pop UP Bar at the end of the campaign in October, at the London Bridge City Summer Festival, which exhibits the best of British craft.
The six limited edition beers will be brewed on Meantime’s new Pilot Brewery led by its brew master, Ciaran Giblin.
Meantime will spend six weeks activating the campaign in each of the key cities, after which the bespoke beer and the final crafted product will be revealed.
Rich Myers, marketing director of Meantime, said: “’Make Time For It’ is about celebrating the time and passion we put into each one of our beers, as well as the leading craftsmen around the UK who share our values.
“Our brewers continue to produce great beers that have helped shape the Modern Craft Beer category and set them apart as master craftsmen in their own right.”
Each craftsmen will be filmed throughout the process; the films will be shown at independent cinemas throughout the six cities.