Novelty beers have become a replacement for quality in the craft beer market. Beer drinkers believe it's impossible to make a low-calorie, low-carb session IPA that maintains the tradition and full flavor of a real IPA. You can have quality or you can have low-carb—but not both.

Summit Brewing in St. Paul, Minnesota doesn't know the meaning of the word "can't." They proved the impossible: that a session IPA could be low in carbs and calories—and taste great. In the hands of the right brewmaster, quality and tradition can triumph over compromise. They named it Triumphant, because the beer itself is a triumph and the perfect beer to raise when celebrating everyday accomplishments.

Positioned Triumphant as beer for the triumphant—for people with a can-do attitude:Celebrated Summit doing what many beer drinkers believed was impossible. Made the beer's creation story the hero—a triumph of brewing excellence. Connected the product achievement to consumer mindset: if Summit can do the impossible, so can you. Turned every sip into a celebration of everyday wins.

Launched an integrated campaign praising the triumph of doing what others can't, inspiring beer drinkers to embrace their own can-do attitude and be Triumphant in their daily lives.