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Summit Brewing Co. Turns a Baseball Chant Into a Beer Anthem
Summit Brewing Co.'s 'Beer We Go, Twins.' is a 2022 integrated campaign created by Minneapolis agency Periscope that transforms the Minnesota Twins' rallying cry 'Here We Go' into a beer-forward anthem, using ASMR-style Twins Pils can sounds to celebrate the co-branded pilsner's launch across a five-state territory in the United States.
Summit Brewing Co. holds the designation of Official Hometown Craft Beer of the Minnesota Twins. That relationship, formalised through an expanded multiyear partnership announced in April 2021 according to summitbrewing.com, gave Summit the right to use Twins trademarks across a multistate territory — a foundation that made a co-branded product both commercially logical and culturally resonant. The result was Twins Pils, a full-flavored pilsner designed to sit at the intersection of craft beer identity and baseball fandom.
The campaign launched in April 2022 to coincide directly with the start of the baseball season. According to summitbrewing.com, Twins Pils became available year-round in twelve-packs and on draught at selected locations from March 21, 2022, with sixteen-ounce cans available at selected venues across the five-state area. Summit announced, also per summitbrewing.com, that Twins Pils would be available at Target Field for the Twins' home opener on April 7, 2022 — timing that anchored the product launch to one of the most emotionally charged moments in the Minnesota sports calendar. In the United States, that kind of precise retail and venue timing is a meaningful lever for regional craft beer brands competing for share of occasion.
Periscope framed the campaign around a 'one team, one territory' ethos, a proposition that positioned Twins Pils not merely as a licensed product but as an expression of shared Minnesota identity. The campaign's primary deliverable was a music video combining baseball nostalgia with beer-sound ASMR, a format unusual enough within the alcoholic drinks and sports advertising categories to earn the campaign genuine editorial attention across trade press in the United States.
Summit Brewing Co. operates within a competitive and maturing craft beer segment in the United States. The global beer market was a growing category across this period, and within the United States, regional craft breweries faced intensifying pressure from both national craft brands and the broader portfolio strategies of large multinational producers. Competitors such as Surly Brewing Co., also based in Minneapolis, and Schell's Brewery, Minnesota's oldest brewery, compete directly for the same local identity positioning that Summit has built its brand around for decades.
The strategic insight driving 'Beer We Go, Twins.' is straightforward and well-executed. Baseball fandom in Minnesota carries a deep nostalgic charge — the Twins' 1987 and 1991 World Series victories remain touchstones of collective regional memory, as documented in reporting by thefullpint.com on the campaign's visual references to that era. Summit and Periscope identified that the emotional frequency of being a Twins fan and the sensory pleasure of drinking a cold beer at the ballpark occupy the same psychological space. Rather than simply co-branding a can, the campaign sought to make Twins Pils the sensory embodiment of that experience.
The 'one team, one territory' framing also served a distribution purpose. By anchoring the campaign to a five-state regional footprint rather than a national ambition, Summit reinforced the local authenticity that craft beer consumers in the United States consistently reward. According to musebyclios.com, Group Creative Director Scott Dahl articulated this clearly: the campaign was designed to drive fans toward supporting great Minnesota beer, not simply to generate impressions. In a market where craft beer purchase decisions are heavily influenced by perceived local provenance, that framing carried real strategic weight. The integrated campaign format — spanning video, radio, and in-venue presence — allowed Summit to meet fans across multiple touchpoints during the opening weeks of the season.
Periscope built the creative execution of 'Beer We Go, Twins.' around a single, disciplined idea: every sound a can of Twins Pils makes is musical. The campaign's centerpiece is a music video that transforms the Twins' familiar 'Here We Go' crowd chant into 'Beer We Go' by layering recorded Twins Pils can sounds — opening, pouring, and crushing — into the rhythm of the chant itself. This approach gave the campaign its ASMR quality, a sensory register that had by 2022 established itself as a legitimate creative territory in food and drink advertising in the United States.
According to musebyclios.com, Group Creative Director Scott Dahl explained the conceptual logic in an interview published on April 8, 2022: 'Certain auditory cues are deeply tied to the experience of enjoying a cold beer.' That observation is both obvious and precise — and the campaign's strength lies in its willingness to take it literally rather than metaphorically. Rather than using music as backdrop, Periscope made beer sounds the instrument. Sound house Echo Boys is credited by musebyclios.com with collaborating on the radio spots and the beer-sound production, contributing the technical precision that the ASMR conceit required.
The visual dimension of the music video drew on throwback references to the Twins' 1987 and 1991 World Series era, per thefullpint.com, grounding the campaign in the specific nostalgic memory of Minnesota baseball rather than generic sports imagery. This specificity was a deliberate craft choice — it signalled to long-term Twins fans that the brand understood the history, not merely the logo. The integration of an earworm wordplay title, 'Beer We Go, Twins.', with a sonically driven production approach gave the campaign a coherence that is less common in co-branded sports partnerships, where visual identity often dominates at the expense of audio or narrative depth.
Summit Brewing Co.'s 'Beer We Go, Twins.' earns a Clapboard Score of 63 out of 100. That score reflects a campaign that is creatively disciplined and strategically coherent but constrained in measurable reach by its regional scope and the modest scale of its documented media distribution.
Verified performance data for the campaign is limited in public sources. The music video recorded 3,159 views and 28 likes on its primary platform, as documented in the campaign's submission record. Those figures are modest for a branded content piece in the United States alcoholic drinks category, though they are not surprising for a regionally scoped integrated campaign where in-venue presence at Target Field and radio distribution carried a significant share of total audience delivery. The campaign was not designed to generate national viral metrics — it was designed to activate a specific fan base at the start of baseball season in Minnesota, and the timing of the Target Field home opener availability suggests the experiential and point-of-sale dimensions were at least as important as the video's online performance.
What the campaign demonstrates structurally is that co-branded partnerships between regional craft breweries and sports franchises in the United States carry the most credibility when the creative idea is rooted in something genuinely specific to both parties. The 'Beer We Go' wordplay, the ASMR beer-can instrumentation, and the throwback visual references to the Twins' championship era all draw on assets that only Summit and the Twins together could authentically deploy. That creative specificity is the campaign's most durable result, and it distinguishes 'Beer We Go, Twins.' from the broader category of generic sports sponsorship advertising that dominated the alcoholic drinks segment in the United States in 2022.
'Beer We Go, Twins.' is a 2022 integrated campaign by Minneapolis agency Periscope for Summit Brewing Co. It celebrates the launch of Twins Pils, a co-branded pilsner created in partnership with the Minnesota Twins, using ASMR-style beer-can sounds to transform the team's rallying cry into a music video anthem for baseball season in the United States.
Twins Pils is a co-branded craft pilsner from Summit Brewing Co. made in partnership with the Minnesota Twins. According to summitbrewing.com, it became available year-round from March 21, 2022, in twelve-packs and on draught, with sixteen-ounce cans at selected venues across a five-state area, including Target Field for the Twins' home opener on April 7, 2022.
Periscope, a Minneapolis-based creative agency, developed 'Beer We Go, Twins.' for Summit Brewing Co. Group Creative Director Scott Dahl led the creative work, as documented by musebyclios.com. Sound house Echo Boys collaborated on the beer-sound production and radio spots that gave the campaign its distinctive ASMR-driven audio identity.
Periscope transformed the Minnesota Twins' crowd chant 'Here We Go' into 'Beer We Go' by recording Twins Pils can sounds — opening, pouring, and crushing — and using them as musical instruments within the chant's rhythm. The video also incorporated throwback visual references to the Twins' 1987 and 1991 World Series era, per thefullpint.com.
Summit Brewing Co.'s 'Beer We Go, Twins.' received a Clapboard Score of 63 out of 100. The score reflects strong creative discipline and strategic coherence within a regional scope, balanced against modest documented online reach for a co-branded alcoholic drinks and sports campaign in the United States market in 2022.
Summit Brewing Co. holds the title of Official Hometown Craft Beer of the Minnesota Twins. According to summitbrewing.com, the expanded multiyear partnership was announced in April 2021, granting Summit rights to use Twins trademarks across a multistate territory. That agreement directly enabled the creation and regional distribution of the co-branded Twins Pils product.
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