Your Choice Colorado: Modernizing Colorado's Beer and Wine Laws

Your Choice Colorado: Modernizing Colorado's Beer and Wine Laws

BPI served as the lead creative and digital communications and marketing consultant for Your Choice Colorado (YCC), a coalition of grocery stores, to successfully modernize Colorado’s Prohibition-era alcohol laws.

What we Did

BPI used polling and online research to create a brand and audience-first communications strategy that set the campaign’s visual and messaging identity. These documents ensured coalition members, surrogates and the consultant team had the necessary tools to speak with one voice – delivering a cohesive message across all outlets and audiences. BPI was in charge of executing the campaign’s message via TV ads, online video, a website, a robust social program, digital ads, in-store signage and various canvassing and leave-behind materials.

The Client

In October 2015 a coalition of grocery stores created Your Choice Colorado to replace 3.2% beer in Colorado grocery stores with real beer and wine. At the time, Colorado was one of only five states still selling 3.2% beer, an 80-year-old relic of Prohibition. The liquor lobby had consistently persuaded the Legislature to keep the law, protecting liquor stores’ monopoly over the sale of wine, liquor and real beer.

Other Details

In June 2016 YCC successfully pressured the Legislature to vote to expand the sale of real beer and wine to grocery stores.