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Big in Japan

SingleCut Beersmiths

Issue 54 | March 2020

Background

SingleCut Beersmiths was a New York City craft brewery with fans in beer-loving cities around the world. When SingleCut’s new IPA was launched in Japan, the question wasn’t whether music would be involved but how it would be used. In addition to an idea that brought together music, beer and Japanese culture, the challenge was to make the new IPA a sellout.

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