Brains Brewery has unveiled a new digital campaign celebrating the character, heritage and growing popularity of its flagship ale, Reverend James.
Created by CR Studio, classic artistic masterpieces such as Mona Lisa and a portrait of Napoleon, are reimagined alongside modern pop art and cultural references. They are brought together with humour and the rallying call to “Get a Rev on!”
The campaign, which is currently being rolled out across social media, champions the ale’s rich flavour, full-bodied profile, and status as one of Wales’ most-loved pints.
Brains has brewed The Original Reverend James since 1998, following the acquisition of Crown Buckley Brewery in 1997. Since then, it has grown to become Brains’ best-selling ale and a cornerstone of the brewery’s range. The campaign coincides with the recent release of a limited-edition Rev James Buckley.
“By placing Rev James alongside iconic works of art and pop culture, we’re having a bit of fun with its heritage and reminding drinkers that this is a beer full of depth, flavour, and personality,” said Sara Leigh Webber, head of marketing at Brains.
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“Reverend James is a beer with huge confidence and character. It has a loyal following and a proud history, so this campaign is about celebrating everything people already love about it, while presenting it in a way that feels bold, modern, and unmistakably ‘new’ Brains.”
Sara added: “There’s also a growing appreciation for cask ale among younger drinkers, with recent SIBA research showing a significant increase in 18- to 24-year-olds choosing cask. Reverend James is perfectly placed to meet that interest — it’s a classic ale that still surprises.”
Gareth Chubb, from CR Studio, added: “This campaign celebrates Reverend James exactly as it is — confident, distinctive, and full of character. By combining art, humour, and cultural references, we’ve created something that feels celebratory rather than nostalgic.”
