The Dream Was Real. The Model Was Fiction.
Brewed in MN. Born in Italy. More or Less.
A fictional Italian advocate with real attention.
Start a conversationThe idea
Launch a new brew with a fictional Italian hunk and model its design after Campari, not “craft.”
Craft beer has a familiar look. For a new brewery in the land of sky-blue waters, I skipped the expected organic cues and borrowed from 1930s Italian Futurism instead. Lucid’s fictional spokesmodel gave the brand a character people could talk about—and helped it earn Best New Brewery in MN from City Pages readers, ahead of Fulton and Indeed Brewing.
What happened
Lorenzo Lucid gained 43,000 followers on X. Lucid Brewing was voted Best New Brewery in Minnesota by the readers of City Pages.
