Black Dog Develops Brand Campaign for Druthers Brewery

BUFFALO, N.Y. — BlackDog Strategy & Brand launched a brand awareness campaign for Saratoga Springs based Druthers Brewery that celebrates thought leaders and activists that have put their life, work, and convictions to the test.

“The campaign recognizes and celebrates those amongst us who’ve made extraordinary choices,” said Gloria Zemer, founder and “Great Dame” of BlackDog. “Druthers’ mission is to reward extraordinary choices with choice beer, and so it’s only fitting that the brand campaign honors those who, “given their druthers” are making a positive impact in the world around us.”

Remarkable people who deserve a beer, across the brewery’s home state, including leaders in education, charitable causes, social entrepreneurship, and community activists, are featured in a series of inspirational videos that will reach Druthers’ market via an aggressive social media campaign. Each video testimonial details how, “given their druthers,” they chose life paths that were a matter of conscience and action. The campaign videos include good citizens like Stacey Watson, CEO of Drop In Nation, and Mike Jacobson, executive director for Habitat of Humanity in the Capital District.

About Black Dog Strategy & Brand

Black Dog Strategy & Brand is a purpose-driven brand house that develops brands for companies that are loyal to customers. BlackDog is proud to have captured the Druthers brand strategy, name, and values. The brand campaign reflects the spirit of choice in an inspiring and meaningful way. BlackDog Strategy & Brand ( builds brands of purpose — brands that inspire action, ignite change, fuel cultural shifts, grow markets and compete to thrive. Their motto: “We don’t brand bullshit.”

About Druthers Brewery

The Druthers brand strategy was designed to overcome the “regional” limitation that ambitious craft brewers are facing when trying to push into the competitive craft beer market. The brand can’t be contained to a region, Druthers was founded to reward good-natured freethinkers who are passionate about how they live their lives- the kind of people that live everywhere. Druthers will launch its brews into the national arena later this year. The brewery — a collaboration of a lawyer, financial planner and biochemist from the Albany area — was the culmination of a life’s dream to make great-tasting craft beer — but more than that, to celebrate the human spirit. Given their Druthers, they’re choosing to brew. Druthers Brewing ( is located in historic downtown Saratoga Springs, NY.

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