Widmer Selects Moffatt

Widmer Brewing, which promotes itself as one of the first microbreweries in the U.S., has named Moffatt/Rosenthal Advertising its agency after an informal review of shops in the Northwest.
The Portland, Ore., shop will handle advertising and collateral for the crosstown brewer as it expands its distribution nationwide.
Moffatt/Rosenthal’s experience in craft beer advertising played a key role in its selection, said Tim McFall, Widmer’s marketing director. “We had talked to a large number of agencies in our more formal review in 1995,” he said. “So we basically knew the talent pool.”
“We probably have more craft beer [ad] experience than anyone in the country, having worked with Samuel Adams, Portland Brewing and Oregon Original,” said agency principal Al Moffatt. “Widmer selected us because they want a creative, seasoned beer agency that can hit the ground running.”
Moffatt/Rosenthal will help introduce new Widmer brands Hop Jack Pale Ale, Big Ben Porter and Ray’s Amber Lager. Advertising will include print ads and wall murals in Northwest markets and possibly in Northern California, according to McFall.
Widmer’s previous agency was CKS Partners’ Portland office, which created work that ran last year.
Widmer’s Original Hefeweizen is one of the best-selling craft brew Hefeweizens in the country. The company has a distribution alliance with Anheuser-Busch.
The brewer spent less than $1 million on advertising last year, according to Competitive Media Reporting. It expects to spend roughly the same this year.