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From the 13th Annual Shorty Awards

Live Rangerously: Building America’s Fastest Growing Craft Beer

Finalist in Wine, Beer & Spirits


Voodoo Ranger is a masterbrand of IPAs from New Belgium Brewing with national distribution. The craft beer category as a whole is down 8-12% year over year with the health and experience shift of younger consumers leading back to spirits.

Our objective was to differentiate Voodoo Ranger from the incredible “sea of sameness” in the category - bearded brew masters sniffing hops, self-indulgent hipsters talking about the virtues of “craft” and beer posed in picturesque landscapes. So we brought the Voodoo Ranger character to life in social and gave him a unique voice, point of view and story development on Instagram.

Strategy and Execution

Finally, there would be a beer willing to not take craft so seriously, with Voodoo poking fun at category tropes and culture with lighthearted humor and quick wit. 

Once we established ourselves as the world’s most sarcastic and self-aware spokesperson, we had permission to start participating in culture in an authentic way. 

Here’s how we did it:


In just one year, our strategy and execution has led to:


Video for Live Rangerously: Building America’s Fastest Growing Craft Beer

Entrant Company / Organization Name

Fact & Fiction, New Belgium Brewing, Voodoo Ranger