Non-alcoholic beer iOTA making big moves in B.C. and eyeing expansion beyond with a spring brand refresh to pair with a Costco summer retail run.

Launched by Victoria-based Phillips Brewing in 2022, iOTA has quickly become one of B.C.’s most-popular non-alcoholic options in an increasingly crowded category.

With updated packaging and a meme-worthy video campaign created by Victoria-based marketer and filmmaker Shiraz, iOTA is looking to take the next step.

The three 30-second films take iOTA’s new tagline “Party All the Time” literally, showing that’s okay to tap a keg during a quarterly earnings call or pull an all-nighter well into retirement if you’re drinking non-alcoholic.

Phillips Brewing marketing director Robyn Skinner tells strategy that, by focusing on fun, iOTA hopes to differentiate from the health-focused messaging of non-alcohol craft-beer rivals.

“We wanted to push the boundaries of communicating how you can drink iOTA,” says Skinner. “Allow the brand to be fun and hilarious and not just focused on health and mindful drinking.”

The brand’s packaging has also been updated, with a bolder colour set and clearer messaging hierarchy. Cans are now more prominently labelled “non-alc” and Phillips Brewing’s branding features more visibly to reinforce iOTA’s craft-beer credentials.

Skinner and Phillips Brewing creative director Shawn O’Keefe developed the artwork for the packaging in house.

“We have worked really hard to ensure that our non-alc beer delivers a true craft-beer experience,” Skinner says. “To do this, with our logo and in our branding, we further highlighted that iOTA is made by Phillips Brewing, with 24 years of history in Victoria and explained how our beer is made the exact same way as all our Phillips beers.”

This summer’s campaign also includes a rollout at 11 Costco locations across B.C., featuring an exclusive 15-can variety pack to mark the May-to-August retail run. IOTAwill also be moving east with Metro grocery stores bringing the brand to Ontario for the first time starting in August.

Skinner says success will be measured by sales and expanded distribution, along with increased visibility. IOTA’s business doubled in B.C. in May with $1.2 million in sales compared to just under $600,000 in the same month last year, according to NielsenIQ numbers.

“We have focused on building our distribution in Western Canada, but are now ready to start scaling-up further east,” Skinner says. “We want to continue to gain brand presence in new markets, but continue to build the brand story as a fun and vibrant lifestyle brand.”

The “Party All Time” videos are being deployed across iOTA’s social and digital channels in conjunction with an influencer campaign. Cleo Social worked on PR and Ethos Imagery handled photography.

Point-of-sale programming involving creative material – including shelf talkers, brand posters, wobblers and shelf strips – has also been implemented at select retailers in B.C.