LONDON — Sharp’s Brewery has appointed independent agency Eulogy to handle communications for its latest on-trade product launch in the UK.

The Cornwall-based brewery, which makes leading cask beer Doom Bar and is part of the Molson Coors group, has developed its first ‘hazy IPA’ cask beer, Solar Wave.

It is the second time the agency has worked with Sharp’s, having also been its agency partner in 2016. The brewer has since worked with agencies including Havas’ One Green Bean.

As part of the launch programme, Eulogy’s creative team, led by creative director Greg Mitchell, has worked with the brand to create a short mockumentary-style video playing on the current AI mania, showing pub customers consistently interrupted by a Sharp’s ‘AI barman’, ChatIPA.

Sharp’s marketing controller James Nicholls said: “This is a particularly special launch moment for us, so we’re thrilled to be reunited with Eulogy to increase awareness of our new IPA and of the Sharp’s Brewery brand on a national scale. We love the passion and energy Eulogy has – it was an easy decision for us to get them on board again.”

Eulogy chairman Adrian Brady added: “We pride ourselves on working with brands we really admire and share values with, so we jumped at the chance to work with Sharp’s again.”