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#1 Campaign
All Sectors · June 2026
Washington's Beer Revival
Tuesday 2nd June, 2026
The New York Public Library partnered with local brewer Talea Beer Company to recreate a 269‑year‑old beer recipe written by George Washington, producing an authentic low‑alcohol “Washington’s Beer” and a modern “Liberty Lager” to mark America’s 250th and generate public interest and coverage.
Why it worked: It tied a tangible, drinkable artifact from a founder’s handwritten recipe to a fixed national anniversary, offering both heritage and a modern tasting hook.
The lesson: Consider reviving a century‑old instruction, patent, or diary entry into a limited, buyable product pegged to a hard anniversary date.
Talea Beer Company
New York Public Library
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