The brief:

Create a story that stands out among the worthy, well-trodden tales being told by craft breweries across London.

The process:

For the launch of Charlie Wells’ second beer, I was asked to write a story to accompany it – something that could really capture the imagination of beer drinkers. At the time, dozens of craft breweries were touting their credentials as ambassadors of flavour and fresh ingredients. This was a bland and predictable avenue I was keen to avoid.

Instead, I looked into the history of the India Pale Ale. I discovered that the beer being sent to the colonies in India was turning bad on the long, hot journey. Brewers discovered that they could add more hops to the beer to keep it fresh for longer, and so the IPA was born. This inspired me to write a story of how these barrels first appeared on the shores of Bombay; a tale I dubbed ‘The Great Shipwreck’.

The results:

This story came to life on everything from the packaging in supermarkets, to coasters and bar runners in pubs across London.