In 2020, Argentina had one of the longest lockdown periods in the world, halting travel across the country. As a touristic city in the Southern region of Patagonia, Bariloche’s community was hit particularly hard. There is a large industry of craft breweries there and their bars were forced to close, putting their entire stock of beer at risk of expiring and going to waste. So during the first months of the COVID-19 crisis, Patagonia Brewing Company searched for an innovative and collaborative idea that could not only keep their business running, but also help the local craft beer community who were struggling much harder to keep their businesses alive.

Comunal Gin was born as a response to the COVID-19 crisis that affected the brewery community in Bariloche. A collaborative beer-based gin elaborated from the beer barrels of Patagonia Brewery and other 3 local craft breweries. This was the first time Patagonia Brewery added a beverage other than beer into their portfolio, on a national scale, with a first limited edition of 12,000 bottles.

Creating, producing and distributing a new product in the middle of a global health crisis was no easy task. Especially if you are producing it 1,600 km away from the country’s capital. So from the beginning of the process we considered PR as a pillar from our whole strategy.

Our story not only spotlighted on the innovative approach of breweries creating a different product such as a gin, but also highlighted the unusual partnership among former competitors to overcome a crisis. This approach helped us gain the attention of mass media and business and marketing ones.

Comunal’s identity represents the union between 4 breweries through the hop plant, which runs through and brings together our logotype.

We used a hand-made illustration style that evocates traditional engraving and hatching techniques, honoring our brewers’ trade and craft.

We chose to design a bottle with few elements to visually highlight the unique properties of both drinks.

A hoppy gin, and an elderberry gin.

We used screen-printed transparent glass bottles (avoiding the use of paper and adhesives, in line with our responsibility to the environment) and letter pressed neck tags, transmitting the essence of the distilled beers in every design aspect. Additionally, every security seal was manually placed on each bottle.

This semi-artisanal process reinforces the uniqueness of this one time only edition.

Comunal became the first distillate based in Patagonic beers. The initial 12,000 unit stock was sold out in only one month and sales for $1,65 million through the brand’s e-commerce Craft Society during this period. This figure represents 45% more in sales than the most sold beer brand on the platform. Due to its success, the product started as a limited edition, it will continue as part of Patagonia’s product line.