SUMMIT BREWING COMPANY

The triumphant launch of can in a can

Summit Brewing in St. Paul, Minnesota doesn’t know the meaning of the word “can’t.” They proved the impossible: that a session IPA could be low in carbs and calories — and taste great, too. They named it Triumphant, because the beer is a triumph itself, making it the perfect beer to raise when celebrating everyday accomplishments. To launch this marvelous and flavorful can-do in a can, we positioned Triumphant as, well, beer for the triumphant.

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Tough Love

Novelty beers have become a replacement for quality.

True Love

In the hands of the right brewmaster, the quality and tradition of an IPA can be a great-tasting low-carb, low-calorie triumph.

Summit did what many beer drinkers believe is impossible — make a low-calorie, low-carb session IPA in the tradition and quality of a full-flavor IPA. It's called Triumphant. To announce and celebrate this feat, we launched an integrated campaign to praise the triumph of the can-do of doing what others can't, and inspire all beer drinkers' can-do attitude to be a Triumphant one.

Can a great-tasting IPA also be low in carbs and calories? Shockingly, yes.

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As far as session IPAs go, this one punches above its weight in flavor.

Attention cornhole players and kickball leagues: there’s a new beer in town.

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Low carbs. Low calories. And 4.0 ABV. It's a win-win-win situation.

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