Advocates From Nothing
Denver has not imported that many ideas to Minneapolis, and vice versa. Minneapolis has, however, learned a thing or two about how to grow microbreweries from the place where it all started. As an agency we resisted taking on a craft beer in Colorado for a variety of reasons, but we finally relented when a company formed by two world-class Cicerones gave us free reign to launch a beer–in Minnesota. Lucid Brewing was soon voted “Best New Brewery” in Minnesota entirely on the strength of advocates. The fake spokesmodel Lorenzo Lucid (buzz below) helped. Things keep changing here.