Moritz MÉS
The Concept
The Moritz MÉS centers around creating a ritualized, sensory experience that redefines how beer is consumed. Drawing inspiration from modern mysticism and contemporary aesthetics, the campaign uses a “Ritual of Exaggeration” to amplify the bold and intense flavor profile of this IPA.
The ritual becomes the narrative core, not just a visual spectacle but a metaphor for the beer’s exaggerated and uncompromising character.
The Event
The Moritz MÉS launch event is centered around a modern take on an “aquelarre”. Hosted on the rooftop of the Moritz Factory in Barcelona, the space transforms into a mystical setting with an over-the-top floral centerpiece showcasing the beer’s flavor profile. exaggeration and drama of Moritz MÉS.
The Podcast
“De l’infern a la catarsi” is a podcast produced by Moritz MÉS. Through six episodes, it aligns the beer’s consumption ritual with thought-provoking themes such as liberation, emotional intensity, and relationships. The series engages charismatic guests in unfiltered discussions while they perform the Moritz MÉS ritual. This immersive format reflects the brand’s identity—intense, exaggerated, and deeply communal.