Alien: Romulus × Angel City Brewery
Turning an iconic piece of Alien franchise mythology into a real-world product and fan experience for the launch of Alien: Romulus.
THE OPPORTUNITY
Alien: Romulus marked a return to the franchise's horror roots, creating an opportunity to reconnect longtime fans with the world of Alien while introducing a new chapter of the story.
Rather than create another traditional movie promotion, we looked to the franchise itself for inspiration — identifying a piece of its history that could move beyond the screen and give fans something they had never experienced before.
THE APPROACH
Aspen Beer first appeared in 1979's Alien and remained part of the franchise's world for decades — a fictional brand embedded in Alien mythology, but one fans could never actually experience.
For Alien: Romulus, we saw an opportunity to change that. Working with Angel City Brewery, we brought Aspen Beer out of the Alien universe and into the real world for the first time — transforming a piece of franchise lore into a tangible expression of fandom.
Fictional product (1979)
In the real world (2024)
Aspen Beer came to life as more than a promotion, with a custom-brewed beer, limited-edition packaging and fan experiences that extended across premiere, theatrical, social and earned media.
LIMITED-EDITION PRODUCT
Partnered with Angel City Brewery to bring Aspen Beer into the real world, with custom cans rooted in Alien visual language.
FAN LAUNCH EXPERIENCE
Transformed Angel City Brewery into a fan destination to discover Aspen Beer and celebrate the world of Alien: Romulus.
PREMIERE ACTIVATION
Brought Aspen Beer to the Alien: Romulus Los Angeles premiere, connecting the consumer experience directly to the theatrical launch.
SOCIAL AND EARNED MEDIA
Extended the idea through social storytelling, generating coverage across entertainment, beverage and pop culture.
CULTURAL IMPACT
FRANCHISE EXTENSION
Turned a nearly 50-year-old piece of Alien mythology from a background detail into a real-world cultural artifact, giving fans a new way to experience the franchise while extending Alien: Romulus beyond traditional theatrical marketing.
CULTURAL RELEVANCE
Aspen Beer's transformation from fictional product to real-world experience generated coverage across entertainment, culture, science fiction and lifestyle media.
CONSUMER ENGAGEMENT
Drove 284K+ social impressions and 10K+ paid-social web visits, translating franchise fandom into measurable consumer action.
