Deschutes positions itself as the 'beer of choice in the land of cannabis'

Beer brands may have to come to terms with the fact that cannabis is here to stay and is becoming increasingly accessible to your everyday consumer. With recreational marijuana now legal along the entire west coast, it’s a reality that Deschutes Brewery, a craft beer brand based in the Pacific Northwest, faces up to in a new campaign out of Portland agency Opinionated. The effort, “It Comes With the Territory,” positions Deschutes brew as “the beer of choice in the land of recreational cannabis” and features humorous online films, radio and print/OOH ads that remind locals that when they don’t feel like smoking (or consuming) weed, there’s another alternative to kick back with. Films feature a woman conducting an infomercial-style presentation of Deschutes, explaining what folks in the Pacific Northwest turn to when they’re “not hittin’ the chronic.” And posters show that while cannabis has edibles, with Deschutes, you get a “drinkable” you can love. “Legalized recreational cannabis is a reality that craft brewers are facing in this region," said Deschutes Brewery’s VP of Marketing Neal Stewart in a statement. “We’re drawing attention to the healthy tension between craft beer and cannabis and proving that the two industries, which some may think are competitive can play nice with each other if consumed responsibly,” “We felt that for Deschutes to humorously call out the fact that recreational cannabis has become such a part of the region would be a brave way to assert its insider knowledge and leadership position in the Northwest,” added Mark Fitzloff, founder and ECD of Opinionated.

Deschutes positions itself as the 'beer of choice in the land of cannabis'

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