Siren Craft Brew, a brewery in Berkshire, have won a string of awards for their distinctive craft beer despite only having being in business for just over two years.
Third Lens Films first contacted Siren as fans of their beer and wanting to explore the possibility of producing something that would promote the brewery. Together we produced a promo introducing Darron Anley, Siren’s founder and Ryan Witter-Merithew it’s head Brewer and showing their four core beers they had at the time.
At the end of last year Darron contacted us to explore the possibility of producing a couple of films to promote their upcoming Maiden 2014 beer.
As shown in the film Siren’s Maiden is a Barley Wine, made from storing a base beer in various barrels for a year and then blending the beer from each barrel to achieve a distinctive taste. The barrels used come from various Whiskey distilleries, vineyards, Gin distilleries, Tequila producers and Rum makers. The wood of the barrels absorbs a little of those flavours and then that has the effect of giving flavour to the base beer stored in them. Maiden 2014 would be the product of the beer stored in barrels during that year.
Maiden is important to Siren as it was the first beer they made as a brewery and they have made one each year since opening. It has become very popular and so this year the beer was launched on a larger scale. Siren wanted Third Lens to produce a teaser trailer to tell their customers that another Maiden was imminent as well as a slightly longer form film talking about about the beer itself.
We spent a couple of days collecting shots of the brewery and of the Blending process where Siren were joined by guests from the Whiskey and Wine industries to help them achieve the final product. We also gave a lot of attention to motion graphics – utilising Siren’s distinctive labeling. Maiden is represented by a Figurehead on the front of a ship as it crashes through the sea. We thought it would be fun to bring that image to life and set about animating it. The animation was used in the Teaser trailer and then adapted for the longer film.
We also turned to motion graphics to illustrate the barrels in the brewery – most of which were bare. We motion tracked shots and applied text to imply the barrels held Rum or Tequila. Both examples can be seem above.
Finally in the edit we were lucky to be able to use bespoke music from Tim Corns and Richard Koenig which was made especially for this project.
The goal of these films was to raise awareness of a new product from Siren Craft Brew amongst its existing customers and through high production values to attract new customers as well. They have been warmly received both online and through their use on Social Media helping to strengthen the Siren brand and project a fantastic product.