Siren Craft Brew

For Siren Craft Brew, we worked alongside Paralympic athlete Dan Pembroke as he returned to the brewery to create his second collaboration beer.

It’s exactly the kind of project that demonstrates the range of industries and stories we work across at Flair. Bringing together craft brewing, hospitality and elite sport, we quickly immersed ourselves in the collaboration to understand the people, the process and the story behind the product.

Challenge. Capturing an authentic collaboration between athlete and brewery while understanding two very different worlds and producing content that could work effectively across brand, editorial and social channels.

Solution. We adapted our approach around the story, producing photography, video, interviews and behind-the-scenes content throughout the brewing process. By combining Dan’s journey as an elite athlete with the craft and personality behind Siren, we created content that felt natural to both brands rather than forcing either into a predetermined creative style.

Results. A bank of original visual and editorial content that documented the collaboration, strengthened the story behind the release and connected Siren’s brand with Dan’s journey towards the Los Angeles 2028 Paralympic Games. Another project that shows how quickly we can step into an industry, understand what makes it interesting and turn that into content people want to engage with.

“Its always a privilege to work with Tom Canning. On this occasion Tom introduced us to Siren, who have grown immensely over the last few years, from local brewers to being recognised on most store shelves.

It was a pleasure to play a small part in their journey during their collaboration with Dan Pembroke

Ellis Woods, With Flair Agency”

Reading, UK

Work With Us

No two industries, audiences or stories are the same, and we don’t believe the marketing or media should be either. We work across a huge range of sectors, learning quickly, adapting our approach and creating content that feels right for the brand and the people it needs to reach. Whatever your industry, we’re ready to get stuck in.