The client had originally asked for an idea to amplify a billboard ad featuring an old person from Brixton to show that craft beer is for everyone, not just urban hipsters.

That didn't seem too authentic, especially as we were just about to come out of lockdown. Old folk had spent a year in isolation and when the post-lockdown parties started in pubs and bars, old people would STILL be in isolation.

What if we went further and crafted the first ever beer for senior citizens that had a higher purpose.

Introducing Generation Ale, a limited edition craft beer where all the profits went to support the incredible community work of AgeUK Lambeth.

The launch event was like no other for a craft beer - we worked with AgeUK to bring some locals down for a knees-up at the Brixton Brewery - a chance to get out, meet new folk, enjoy free cans Generation Ale and pizza and reggae tunes from a local DJ (aged 71).

Among a number of national and London coverage hits, Generation Ale was featured as a feelgood story on the ITV evening news, and sold out within two weeks of launch.