The blended art of sours.
When Upland started brewing sours, the style wasn’t popular in America.
Their barrel-aged batches tasted more like something you’d find in Belgium than in the U.S. But Upland’s brewers knew people would love the intensely tart style—if only they could be convinced to give it a try. So as Upland grew its program, Young & Laramore helped introduce their passion project to a wider audience.
Since craft beer drinkers pride themselves on their elevated palates, we needed to prove that Upland Sours are among the finest ales in the world. Our campaign, featuring blended abstract artwork from illustrator Michael Cina, celebrates the careful blending of flavors in every batch—and the discerning tastes of those who drink them.