Brief 01Norfolk craft beer

Malt Coast

The read

Proposition: The beer made from barley grown on the very coast you came to Norfolk to see.
Audience: Tom, 42, down for a week on the north Norfolk coast, standing in the Wells Co-op on the first evening, weighing up the 'local' ales in the fridge and wondering which one's actually from round here and which just wears a seagull on the label.
Tension: On holiday people want the place in the glass, not a national lager with a seaside sticker. They're suspicious of anything that wears the coast as costume.
What the category hides: Seaside beer marketing runs on the view and nothing else: a sunset, a sailing boat, a beach name on the label, and a brew that could have come from an industrial unit anywhere in England. The category dresses up in the place but rarely comes from it. What nobody tells the holidaymaker is how much barley travels, how few 'local' beers contain anything local at all, and how rare it is for a brewery to grow and crush its own grain on the same coast it paints on the can. Malt Coast's buried truth: this isn't a beer about the coast, it's a beer grown out of it.

Who you're talking to.

Our read of your buyers — who each one is.

Here
The cottage holidaymaker
A couple or a few mates down for a week, stocking the fridge on day one, wanting the holiday to taste like the place.
Continuation
The beach-day wanderer
A walker or day-tripper doing the dunes, the marshes, the pine woods, then the pub.
Keepsake
The gift-and-take-home buyer
Someone wanting to bring a bit of the trip back for a host, a neighbour, or themselves in January.

Six ideas for Malt Coast.

Develop the ones you'd run — 5 credits each, six finished ads.

Three words a supermarket lager can never say, because it didn't grow the field. Ownable, sayable, and true to the one thing this brewery does that nobody else does.

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Idea 01Finished
“Drink the field.”
Half the 'local' beers are brewed three counties over with a seagull on the label
Drink the field.
Three words a supermarket lager can never say, because it didn't grow the field. Ownable, sayable, and true to the one thing this brewery does that nobody else does.
Generate ideas for your brand →
Idea 02
“The opposite of nowhere.”
Most beers could come from anywhere, this one came from down the road
Idea 03
“Good enough for California.”
Half the 'local' beers are brewed three counties over with a seagull on the label
Idea 04
“Send someone the coast.”
I want to give someone the holiday, not a tea towel
Idea 05
“Beer you can stand in.”
Most beers could come from anywhere, this one came from down the road
Idea 06
“You'll taste the summer we had.”
In February I want to open something that smells of that week

Idea 01

“Drink the field.”

6 ads · one idea

Ad 01
MC
Malt Coast
Sponsored
The barley grew in a field on this coast and was brewed two hundred metres up the track. When we say drink the field, we mean it about as literally as a beer can — the ground you came to see, in your glass.
Drink the field.
MALTCOAST.CO.UK
Grown and brewed on one coast
A Norfolk pale ale, from the field up.
Ad 02
MC
Malt Coast
Sponsored
This isn't a beer that name-drops the coast — it's grown in it. The barley came up in a field by the dunes and was brewed two hundred metres on. So you can order a pint of north Norfolk, more or less literally.
A pint of north Norfolk.
MALTCOAST.CO.UK
The region, in a glass
Grown and brewed on the coast.
Ad 03
MC
Malt Coast
Sponsored
Four miles up the coast the barley grew, a short walk from there it was brewed, and now here it is in front of you. That's the whole journey. Most 'local' beer travels a great deal further to look this local.
Four miles, start to pint.
MALTCOAST.CO.UK
The shortest supply chain on the shelf
Grown four miles up the coast.
Ad 04
MC
Malt Coast
Sponsored
The barley grew in a field on this coast. It was brewed two hundred metres away. And it's best drunk right here, looking at the dunes it came from. Three steps, one stretch of coast, no lorries in between.
Grown here. Brewed here. Drunk here.
MALTCOAST.CO.UK
One stretch of coast, start to finish
No lorries in between.
Ad 05
MC
Malt Coast
Sponsored
The field your pint grew in is a short drive away, gate open most days. Come and walk the length of it, then go and drink the result — or just take our word for it, which for once is completely true.
Walk the field. Then drink it.
MALTCOAST.CO.UK
Come and see the field
Gate open most days. Case on the way.
Ad 06
MC
Malt Coast
Sponsored
Most beer on that shelf has been around — grain shipped in, brewed miles off, then trucked to you. Ours grew in one field by the dunes and was brewed a short walk away. The shortest journey up there, by a distance.
The shortest beer on the shelf.
MALTCOAST.CO.UK
Grown, not shipped
One field, a short walk to the brewery.

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Malt Coast

The cottage holidaymaker

The beach-day wanderer

The gift-and-take-home buyer

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