Increasingly, young people aren’t appreciating well-crafted beer. They mix it with soft drink, garnish it or drink it out of beer bongs. Lord Nelson Brewery couldn’t let their flagship beer, Three Sheets Pale Ale, go unappreciated any more. So, we raised its drinking age to 35+. Using the visual language of classification stickers, 35+ labels were placed on products in pubs and bottle shops, and promoted in OOH, press and PR. All designed for the beer to get noticed at the point of purchase; appealing to the mature palates of older drinkers, while making younger ones want the beer even more.