Alien: Romulus x Angel City Brewery
Building Better Worlds.
Brewing Better Beer.
Challenge
How do you extend a major sci-fi franchise beyond traditional film marketing and create an authentic cultural moment for fans and consumers?
The Big Idea
The original Alien film premiered in 1979, introducing audiences not only to a terrifying new chapter in science fiction cinema but also to the rich world-building details that have made the franchise so enduring. Among the small but memorable touches was a fictional beer brand called Aspen Beer, a prop detail that has flickered throughout the film and franchise. We recognized that this “prop beer” could serve as more than a set dressing - it could become a real product.
Strategy & Execution
Brand & Packaging
We designed the Aspen Beer cans and labels using in-universe graphic language - Weyland-Yutani logos, retro-futuristic typography, distressed finishes - so that as soon as someone sees the can, it “feels” like it belongs in the Alien universe.Content & Storytelling
We produced social media content that extended the partnership's reach beyond the brewery, and held a fan launch event at Angel City Brewery to generate awareness of the film and product. We also had the beer available for attendees at the premiere in Los Angeles.Media & PR Activation
We seeded the story with entertainment, beverage, and pop-culture press.
Results & Impact
This campaign demonstrated the power of aligning entertainment IP with consumer lifestyle brands, delivering a fan-first activation that generated measurable business results while reinforcing Alien: Romulus as a cultural touchpoint.
Exceeded benchmarks: Campaign ROI and KPIs outperformed targets, boosting product sales and driving increased brewery foot traffic.
Fan engagement: Thousands of fans shared photos, tagged friends, and even hosted meetups around tasting Aspen Beer.
Collector buzz: Limited cans became coveted items, reselling and trading in fan communities — fueling scarcity and demand.
Press amplification: Coverage in Forbes, Space.com, and Slash Film elevated visibility and cultural relevance.
Franchise halo: Extended the Alien: Romulus franchise into lifestyle and consumer culture, hailed as a best-in-class example of IP-driven storytelling.
