Tapping into its heritage and success as one of the top craft bourbon barrel-aged stout makers, New Holland Brewing Co. is launching a new brand campaign — Share A Legend. At its core, the campaign is a celebration of storytelling shared among friends over the legend of Dragon’s Milk that began when it was first bottled 17 years ago.
Share A Legend is an open-ended storytelling project that invites fans to share their personal tales, whether they are stories of triumph, the goodness of humankind or someone who has inspired them. Throughout the campaign, New Holland Brewing will release the legends of six real people, who fall into the Jungian archetypes, starting with Warrior and followed by Huntress, Smith, Poet, Alchemist and Performer. The videos, the new DragonsMilk.com website and other branded elements adopt a half-illustrated design (seen above) that embody the true but imaginative and creative nature of legendary tales that are passed down over time.
Share A Legend campaign
To commence the storytelling project, New Holland Brewing has partnered with Glynn Washington, Michigan native and host of the popular radio show and podcast, “Snap Judgment” to emcee a night of storytelling at The Knickerbocker in Grand Rapids, Mich., on Oct. 19.
In addition to the open mic night with Washington, New Holland Brewing is encouraging fans to share their legends anytime by tagging them on social media with #ShareALegend or posting them to DragonsMilk.com. The purpose of the campaign is to cultivate meaningful stories and form a sense of community and belonging through spoken word.
New experiential room revealed
Another component of the Share A Legend campaign includes the reveal of New Holland’s Table of Legends room onsite at The Knickerbocker. Dragon’s Milk is a catalyst for people to forge everlasting human connections around the table or campfire in our modern world where time seems to escape us. The Table of Legends room is intended to serve as an “Instagrammable” experiential space for individuals to gather, connect and share their own personal legends.
“We believe Dragon’s Milk can create savored moments where time stands still, and great stories are told,” said Brett VanderKamp, founder and president of New Holland Brewing. “Over time, these stories can turn into legends. When we thought of just how many stories Dragon’s Milk has prompted, we realized these needed to be celebrated and shared.”
With characteristics of cocoa and a punch of bourbon right on the nose, Dragon’s Milk drinkers can experience the love and passion that is poured into the aged brewing process with every sip of the beverage.
A limited amount of tickets for the exclusive Oct. 19 event are available at DragonsMilk.com.