A&W, a Root Brewery, and a Lesson in Story-Driven Brands
- Always Build
- Jan 31
- 4 min read
Updated: Jul 18
When you hear A&W, what comes to mind?
The Burger Family. Root beer floats. That baritone tuba jingle that somehow lives in your head rent-free. Maybe even a craving for onion rings—because, let’s be honest, they’re some of the best in the game.
But recently, A&W did something that took their brand to a whole new level. They didn’t just refresh a product. They created an experience. And we got to help build it.
This is the story of Canada’s first Root Brewery, and what it taught us about the power of story-driven brands.
The Setup
Root Brewery
A&W had a message they wanted to share: their iconic root beer was getting a major refresh. The new recipe would feature real cane sugar and all-natural flavours—no artificial ingredients, no shortcuts, just the good stuff. As reported by National Post, the formula includes “natural cane sugar and all-natural flavours, such as sarsaparilla root, licorice, birch bark, and anise.”
These aren’t just marketing buzzwords—they’re a return to the roots (pun intended) of what root beer was always meant to be: a rich, flavourful drink brewed with recognizable ingredients that people can actually pronounce.
Tom Newitt, A&W Canada’s Senior Director of Marketing and Brand Communications, explained:
“Our customers told us that they want food and drink made with natural ingredients and we’re taking big steps to make it happen.”
It was a big move for a brand steeped in nostalgia. After all, A&W root beer isn’t just a drink—it’s a Canadian icon. But announcing this change wasn’t enough. It’s one thing to update a classic. It’s another to get people emotionally invested in the reinvention of something so familiar.
So A&W didn’t just tell Canadians their root beer was different.
They showed them.
The Strategy
Instead of launching a traditional ad campaign, A&W did something bold and unexpected: they opened a root beer brewery. Not in some big-market test city, but right in Winnipeg, the birthplace of A&W in Canada.
This wasn’t a restaurant. It wasn’t a food truck or a flashy billboard.
It was a fully functioning pop-up Root Brewery—custom built to immerse people in the story behind their newly crafted root beer.
As Daily Hive described it, the brewery was more than a showcase—it was an invitation to see and taste the story behind the new brew. Guests were able to “see the ingredients for themselves, from real vanilla to licorice, birch bark, and more.”
It was clever. It was nostalgic. And more than anything, it was grounded in a powerful truth: experience is story. And story is what people remember—and share.
By making the product launch physical and immersive, A&W gave Canadians a chance to truly understand the craft and intention behind their new recipe. And that kind of connection goes beyond any tagline or commercial.
The Build
That’s where we came in.
We secured an empty storefront on one of Winnipeg’s busiest streets and transformed it from the ground up. The production included set designers, fabricators, camera operators, makeup artists, producers—you name it. At one point, even a jazz trio was on the table. (We still kind of regret not going for it.)
Over the course of several weeks, we brought the entire concept to life. But we weren’t just building a branded pop-up. We were building a moment.
Every detail was considered—from the lighting to the layout, from signage to scent. We wanted it to feel as if you had stepped into the very heart of A&W’s new brewing process.
Guests could stop in and try the new root beer. They could meet Allen—the beloved A&W spokesperson. They could snap a photo, post a Reel, and become part of the story themselves.
The pop-up quickly became more than just a local attraction. It became a destination. People lined up to sip from frosty mugs, ask questions about the ingredients, and share their own nostalgic memories of root beer with friends and family.
The space became a social hub and content generator, acting as the heartbeat of a national brand campaign.
The Outcome
The Root Brewery pop-up wasn’t just a hit—it was a full-blown success. In just two days, over 2,000 mugs of root beer were poured. The space became the set of a national TV commercial, and it generated a wide array of digital content, from social assets to short-form video.
The campaign also earned media coverage near and far. National Post highlighted the event’s unique angle:
“A&W’s Brew-Off introduced Canadians to a reimagined root beer made with ingredients you can actually pronounce.”
Daily Hive called it a “craft brew experience like no other,” and emphasized that attendees were able to get up close and personal with the real ingredients—many of which they’d never seen before.
This wasn’t just a marketing event—it was a sensory experience that connected people to the product on a deeper level.
At the heart of all this was a single, compelling idea: Reinvented root beer, brewed like it matters.
For a closer look at the campaign, check out the full Root Brewery case study:
What We Learned
Being a young company trusted with a build of this scale was equal parts exciting and humbling. It felt like a huge vote of confidence—and a clear challenge to deliver.
What would we do differently next time? Maybe bring in that jazz trio after all.
But all jokes aside, this was a campaign rooted in craftsmanship. The product was thoughtfully crafted. The story was intentionally crafted. And the execution? Every detail, from the signage to the storytelling, was designed to make people feel something.
And that’s what the best brands do. They don’t just tell you what changed.
They build something that makes you taste it.
If you’re thinking about launching a product or refreshing your brand story, remember: a good idea is just the beginning. A great experience is what brings it to life.
Want to chat about how to turn your next brand moment into something unforgettable? We’re ready when you are.
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