S5 Episode 5: Naturally Occurring

We had to figure out how to make citrusy, smooth, and beautifully hazy Allagash White pour out of a tap in the side of a tree. And we had to do it for an ad that we're calling "Naturally Occurring." To hear all the behind-the-scenes on how our engineering team worked up a tree pouring rig, and how we even landed on the idea for a beer-pouring tree in the first place, give this podcast a listen!

Transcript

Brett

Alright, Liz — you ready to do this? You don’t even have to think about a thing. It’s all going to come flying back to you. It’s going to be wonderful.

It’s going to be easy. It’s going to be great.

This is From Maine With Love, an Allagash Brewing podcast where we talk about beer, community here in Maine, and things that generally make us happy. I’m here with Liz — how are you doing, Liz?

Liz

Hey.

Brett

We’re going to talk about something Liz and I have been working on for… I think nine years.

No—what was it? Like six months? More?

Liz

Yeah… I don’t — I mean, the concept has been around…

Brett

Two years?

Liz

Two years.

Brett

Yeah. So we took it from concept to reality, and we’re going to tell you about that.

Liz

But the production of it was at warp speed.

Brett

Yes. This is an advertisement — full disclosure.

And that’s how it goes: you have this thing, you think you’ve got plenty of time, and then suddenly it all gets crunched into a week and you just make it happen.

So—we’ll get into that.

But first: my secret question.

I’d be surprised if I haven’t asked this before because it feels so basic…

What’s the best Maine-centric dish?
Whoopie pie? Lobster roll? Clambake?

Liz

That’s a good question, Brett…

Brett

I don’t even know my answer.

Liz

I’m stumped. I’ve eaten a lot of good food here.

I actually just went to a lobster bake this weekend, and it was such a community-table vibe. Buckets of lobster, chorizo, corn, potatoes — just dump the whole thing on the table.

Brett

Just chucked on there?

Liz

Yeah! No plates, no forks — just ramekins of butter. Everyone diving in, sharing — claw, tail, whatever.

It was really lovely.

Brett

Was there seaweed?

Liz

No, not this time. But I’ve been to plenty of seaweed bakes.

This one was in a friend’s driveway in downtown Portland. Fresh lobster, Allagash beer…

Brett

Allagash goes well with lobster. Where’d the lobster come from?

Liz

Luke’s Lobster. You can just buy them live from the tank. We got like… 45.

Brett

Forty-five?!

Liz

Yeah.

Brett

That’s incredible.

Liz

Multiple burners going, boiling them all up. Classic Maine afternoon.

Brett

That reminds me — I saw a lobster boat once where people were just… partying on the back. Tossing lobsters in, pulling them out, eating them right there.

Liz

That sounds amazing.

Brett

They even waved us over.

Liz

And you didn’t go?!

Brett

We didn’t go. Big mistake.

Liz

If you’re near a working waterfront in Maine, you can often just buy lobster right off the boats. Totally normal.

Brett

A working waterfront.

Liz

Exactly.

Brett

Alright — your turn. Hit me.

Liz

Coming off sensory training… what’s your favorite ester?

Brett

Oh yeah. Easy.

Ethyl hexanoate.

Smells like green apple Jolly Ranchers.

Liz

We didn’t even talk about that one today!

Brett

That’s a secret one.

Liz

What did we go over?

Pond scum.

Brett

Pond scum?

Liz

I think… decanoate and trans-2-nonenal?

Brett

Yeah—trans-2-nonenal is like stale paper or old cardboard.

Decanoate is soapy, kind of waxy.

Liz

Total nasty sponge vibe for me.

Brett

Dirty sponge is brutal.

Liz

Which is why I’m a strict “no sponge household.”

Brett

I’m a sponge guy—but you have to wring it out and let it air dry properly.

Liz

I appreciate the technique… still out on sponges.

Brett

Fair.

But sensory is fascinating — the same compound can hit people completely differently.

Liz

Totally. Like banana in Allagash White — I don’t even register it.

Brett

Same idea as cilantro — some people get soap, others get fresh herbs.

Liz

Exactly. It’s all personal experience.

The Ad Campaign

Brett

Alright—on to the ad.

We made a 15-second commercial. Plus banners, plus digital.

Liz

We created a little world.

Brett

A whole campaign.

It actually started with testing different messages two years ago. We tested like 40 creative variations…

And one completely crushed everything else:

A photo of a tap coming out of a tree
 Caption: “Naturally occurring here in Maine.”

Liz

Twice the performance of everything else.

Brett

So we said: let’s actually make that real.

Liz

And importantly—we’re entering new markets this year:
 Boston, New York, Columbus, Denver.

We needed something introductory.

Something that says: this is who we are.

Brett

Exactly.

The Concept (Ad Script)

Brett

Quick rundown of the ad:

• Drone shot of Maine coast
• Two hikers
• Tree with an Allagash tap handle
• They pull it → beer pours out
• Voiceover:
   “Allagash White. Citrusy, smooth. Tastes like it’s naturally occurring here in Maine.”

Liz

Who wrote that?

Brett

No idea. Some genius.

The Big Challenge: A Tree That Pours Beer

Brett

So… we needed:

• A coastal location
• Hikers
• Gear
• And… a tree that pours beer

Liz

Which surprisingly wasn’t solved until pretty late.

Brett

We sourced a real tree trunk from our engineering team. They didn’t hesitate—they just got it done.

Liz

Someone dropped a giant log at our office like it was totally normal.

Brett

Then engineering drilled through it, installed a pipe, attached a tap, and hooked it to a keg system.

Liz

A full pour system inside a tree.

Brett

And it had to pour perfectly.

Liz

You lost sleep over that.

Brett

A lot.

On Set

Liz

We shot it at my family’s camp to avoid permits.

Brett

We literally measured trees to match the stump.

Liz

We checked circumference. Or diameter. One of those.

Brett

Close enough.

Liz

Also:

• Needed leaves on trees (timing nightmare)
• Needed good weather (rain delay)
• Needed no black flies (critical)

Brett

And we went through 24 chalices for the perfect pour.

Liz

Because every tiny thing can ruin a shot.

The Result

Brett

Everything worked. The tree poured beautifully.

Liz

A fantastical concept… executed for real.

Brett

Huge thanks to:

• Engineering team
• Sensory team
• Production crew
• Actors Gerrick & Melissa
• VO talent Ethan

Liz

Total team effort.

Wrap-Up

Brett

So here’s the question:

Should we put the beer-pouring tree in the tasting room?

Liz

Would you drink Allagash White straight from a tree?

Brett

Because we still have it.

Liz

You’ll see this ad:

• On streaming platforms (Hulu, etc.)
• Social
• Digital placements

Brett

And if it does well… we’ve got more ideas.

Liz

Which means it’s a strong concept.

Brett

Alright—thanks, Liz. That was fun.

Liz

It was!

Brett

If you have questions, email us at podcast@allagash.com.

And as always—thanks for listening.