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This Mexican-Style Lager Makes No Claims of Being an Ancient Brew from the Pacific Coast

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Ponysaurus Brewing teams up with agency Baldwin& to launch 'Inauthentico' for Cinco De Mayo

This Mexican-Style Lager Makes No Claims of Being an Ancient Brew from the Pacific Coast

While most Mexican beers talk about their amazing origin stories and being part of Mexican tradition since the 13th century (while being owned by companies based in Belgium), Ponysaurus Brewing in Durham, NC is going the opposite direction. To launch their new Mexican lager “Inauthentico,” they’re owning up to the fact that while it’s a traditional Mexican-Style lager made with flaked maize, it is made in Durham, NC without the pretension of a bespoke, made-up origin story.


As the copy reads: “Recently ago, dos gringos from North Carolina traveled to the exotic worldwide web to learn how to craft a pretty legit Mexican-style lager. This can and el beer inside are the result.”

Director of marketing Sarah Voran said: “Beer branding can take itself so seriously, while still being completely made up. We thought having a little fun with the truth would be a better way to go.” 


The concept and design are by longtime agency Baldwin& in Raleigh, NC. “We wanted to honor the beer style and the holiday, while being completely honest about its origin,” said ECD Mitch Bennett. “It’s a great-tasting tribute. That just happens to be 100% authentically Inauthentico.”

The brewery will launch its homage to the genre at its Cinco De Mayo party on May 5th, and cans will soon be available across three states. 

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Inauthentico Creative Credits

Client : Ponysaurus Brewing Company

Partners : Nick Hawethorne-Johnson, David Baldwin

Director of Marketing : Sarah Voran

Agency credits

Agency : Baldwin&

Executive Creative Director : Mitch Bennett

Director of Design : Jen Matthews

Designers : Matt Wood, Jenny Thackham

Art Director : Donnine Canamar

Copywriter : Kateri David

Director of Project Management : Tonya Martin

Project Manager : Rachel Poore

Photographer: Nathan Nichols

Categories: Beers, Alcoholic Beverages

Marketing Matters, Thu, 05 May 2022 09:07:58 GMT