ABOUT

Asahi wanted to transform their London Pride brand and for consumers shake off conceptions that ale is warm brown and flat, drunk by grumpy old men in dusty pubs.

Our idea was that 'Pride is earned'.

‘Taste the Pride’ was born from the idea that pride is tangible, it shines through works of high craft – Pride isn’t handed on a plate, it takes enduring effort.

We wanted to show how pride shines through London Pride, and show ale in a way it’s never been seen before; inside the pint!