In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

The 'Loodog' campaign from craft beer brand Jubel saw the brand encourage customers to show their distaste for rival brand Brewdog by throwing its stout in a toilet. The success of the campaign highlights the importance of perceived authenticity and how damaging the erosion of trust can be.

The label on a can or bottle of beer can be a powerful marketing tool for craft breweries. While styles vary from abstract shapes to retro flair, many brands and enthusiasts have come to cherish animation-inspired designs. But why exactly are British drinkers drawn to this aesthetic?

Carlsberg's craft beer brand, YAU, has partnered with a porcelain factory in Hong Kong to create limited-edition beer glasses. The collectibles showcase the factory's craftsmanship and tap into a desire for unique and hyper-local products that celebrate the values of creativity and culture.

From its homegrown craft-beer roots, Jubel is going mainstream through increased brand awareness and attention-grabbing publicity stunts. What does the brand’s rising popularity signal about unconventional marketing campaigns and maintaining a successful balance between popular and niche appeal?