Deschutes markets beer to marijuana customers with It Comes with the Territory campaign

The competitive landscape for beer is getting more complex. Hard seltzer, spirits, wine and weed continue to add interesting and popular products to the social lubricant categories, and that means competition. For instance, today some of Deschutes Brewery‘s most popular markets like Oregon, Washington and California offer legal recreational marijuana. But instead of snubbing or ignoring that market, Deschutes is taking the opportunity to embrace the upward movement of both craft beer and THC-infused funness.

Deschutes’ “It Comes with The Territory” campaign was announced a few months ago, noting the brewery would be releasing digital films, radio and out of home advertising, highlighting the brewery’s dreamy Pacific Northwest region. There was note of how the campaign would also focus on the growing pressure between craft beer and cannabis, and now you can finally watch some fun commercials based around that fact. Deschutes uploaded a few spots to YouTube recently, embedded on this page.

This all comes after Deschutes revamped its branding and packaging earlier this year.

According to American Craft Beer:

The two digital ads, which will run across Oregon and Washington where cannabis is legal, “feature a Martha Stewart look-alike who proudly tells the audience what the Pacific Northwest’s favorite thing to do is when it’s not smoking weed: drink Deschutes beer.”

Behind these ads is Öpinionated, which was appointed agency of record for the Deschutes brand in February of 2019. Deschutes is really pushing beers and styles for every occasion, including when you’re getting “faded on the Indo.”