Leonida Profile
Buff Beer positions itself at the junction of fitness culture and the decision to drink beer after fitness culture. The can design features a bicep. The bicep on the can is more defined than the average bicep in the average Vice City gym. This aspirational gap is the product.
The sponsorship portfolio is ambitious and consistent. Beach volleyball, boat shows, a Vice City half-marathon whose finish line finishes at a Buff Beer tent. The marketing department has concluded that pre-workout and post-workout are the same customer at different points in the same day.
The beer is a light lager. Nothing about the flavor justifies the intensity of the brand identity. This is intentional. The product is the can. The identity the can projects is what you are actually paying for. The liquid inside is secondary and Buff Beer has known this since the brand launched.