Beer labels: a real whodunit story

Brewer draws interest to new line of beer by rolling out a detective mystery in cases of its locally brewed Just Beer brand India Pale Ale.

The label is an often-underutilized communications tool in packaging, but savvy marketers know that a well-crafted label can give a product a life of its own.

That is what’s happening in Westport, MA, where Buzzards Bay Brewing Co. plans to feature a 12-part serial mystery on labels adorning bottles of its Just Beer brand India Pale Ale. According to the Cape Cod Times, the brewery will roll out “The Case of the IPA” on cases of its locally brewed beer; each case will contain the complete story.

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