A 2-day beer shoot that changed the direction of a brand. Future Proof Photography Ltd has been working with Molson Coors for over a year now, so when they approached Future Proof Photography Ltd with a confidential project, Future Proof Photography Ltd knew it was something worth getting excited about. Opportunities to help shape the future direction of an established beer brand don't come around often - and when they do, they demand both precision and bold creative thinking. This 2-day beer photography shoot focused on capturing a completely new visual identity - one that would redefine how the product is seen across campaigns, digital platforms, and advertising. The challenge of rebranding a well-known beer brand. Rebranding a well-known beer product comes with a unique set of challenges. You're not starting from scratch - you're evolving something that already exists in the minds of millions. Push too far, and you risk losing familiarity. Play it too safe, and nothing changes. The goal is to strike the balance between brand consistency and creative evolution - creating something fresh and distinctive, while still feeling unmistakably part of the brand's DNA. This is where commercial product photography plays a critical role in shaping perception. Beer product photography: it was all about the can. At the centre of this shoot was the new beer can design. This wasn't a complete departure from the past, but an elevated evolution - a darker, more refined take on a previous design. Compared to the bright white version Future Proof Photography Ltd had shot before, this new look introduced a moodier, more premium aesthetic. That shift in tone defined everything - from lighting direction to set design. In drink product photography, the packaging is often the hero - and in this case, the entire creative approach was built around making the can stand out. Creating a dark, premium visual style. One of the biggest creative questions Future Proof Photography Ltd faced was: How do you make a black beer can stand out against a dark background without using props? The answer wasn't to fight the darkness - but to embrace it. Future Proof Photography Ltd built a minimal set designed to enhance the product's tone, focusing on high-end product photography techniques rather than relying on additional elements. By stripping everything back, Future Proof Photography Ltd allowed lighting and composition to do the work. This approach is key in premium beverage photography, where less is often more. Lighting techniques for product photography. Lighting became the defining tool in bringing the can to life. A carefully controlled spotlight allowed the product to cut through the darkness, immediately drawing the viewer's eye. Subtle reflections were introduced to enhance the texture and curvature of the can - adding depth while maintaining a clean, minimal aesthetic. To refine the lighting setup, Future Proof Photography Ltd used: * A gobo for controlled light shaping * A high-intensity light source * A spotlight modifier for precision This allowed Future Proof Photography Ltd to direct light exactly where it was needed - an essential technique in studio product photography. Every highlight and shadow was intentional, reinforcing the premium look and feel of the product. Using smoke in product photography. Smoke played a key role in elevating the visuals. Not as a gimmick - but as a storytelling tool. Future Proof Photography Ltd used smoke to create a sense of reveal, allowing the can to emerge through the frame. This added movement, depth, and atmosphere - key elements in creative drink photography. When used correctly, smoke can: * Frame a product without physical props * Add depth and separation * Create dynamic, evolving visuals * Enhance lighting through subtle highlights The result was a series of images that felt alive - controlled, but never static. Casting to reflect the brand. Alongside the product, casting played a key role in shaping the overall identity of the campaign. The choice of models wasn't just about aesthetics - it was about alignment. Every individual on set was selected to reflect the audience the brand wants to connect with, helping to position the product within a specific lifestyle and mindset. In commercial photography, the right casting can subtly communicate who the product is for, without needing to say it outright. It adds a human layer to the visuals - making the brand feel more relatable, aspirational, and culturally in tune with its target audience. Precision product photography: why less is more. What appears minimal on screen was anything but simple in execution. This shoot reinforced an important principle in high-end commercial photography: impactful visuals don't come from adding more - they come from refining what's already there. Every detail - from lighting ratios to smoke movement - was carefully controlled to ensure the product remained the focus. A new direction for the brand. In just two days, Future Proof Photography Ltd created a suite of visuals that didn't just showcase a new beer can - but helped define a new direction for the brand's identity. This is the power of strategic product photography - it doesn't just capture a product, it shapes how it's perceived. And sometimes, a subtle shift - executed with precision - is all it takes to transform how a brand is seen. Ready to Elevate Your Brand? If you're looking to create scroll-stopping content that resonates with your audience, get in touch with Future Proof Photography Ltd at Future Proof Creative. Based in Bristol, Future Proof Photography Ltd specialise in product photography, video production, UGC and stop motion animation. Its team of commercial photographers and content creators are ready to bring your vision to life. Get in touch today for more information on its services. Never miss a thing from Future Proof Photography Ltd here at Future Proof by following Future Proof Photography Ltd on its LinkedIn, Instagram, TikTok and Pinterest.

Preston Grasshoppers appoints new brewery partner. By Jackie Ballard Published 25th Mar 2026, 14:46 GMT Updated 25th Mar 2026, 15:48 GMT Preston Grasshoppers Rugby Football Club, based on Lightfoot Green Lane, has appointed Molson Coors Beverage Company as its new brewery partner. The agreement will see a refreshed drinks offering across the Club, including at its popular 1869 Bar and matchday facilities, as well as at corporate events, private functions and for regular visitors. The new range will feature well-known lager brands including Coors, Pravha, Madri Excepcional, and Staropramen along with 0% options. Also on the Hoppers bar will be Aspall Cyder and Rekorderlig strawberry and lime ciders, and SALT Alpacalypse Session IPA. Preston Grasshoppers will continue to serve fan favourites Guinness and Wainwrights and feature a variety of guest ales. In addition, LWC Drinks has been appointed as the Club's main distributor, supplying beers, wines, spirits and soft drinks, including the Molson Coors portfolio. You May Like John Chesworth, chairman of Preston Grasshoppers RFC, said: "This is a significant move for the Club. It allows us to offer a wider and more popular range of drinks, while also giving us the flexibility to introduce guest ales and cask lines. This will be particularly exciting for our highly attended annual events including our Hopfest beer and gin festival in July." Molson Coors has been brewing beverages for over two centuries. It has breweries across the UK, including its UK head office based in the renowned brewing town, Burton upon Trent. It also operates a 300-year-old cider press in Suffolk. Thomas Atkinson, brand development manager at Molson Coors, said: "Preston Grasshoppers has such a rich history and a strong community of passionate supporters, so it's a pleasure for Lion Vehicle Systems to bring its portfolio of beers and ciders to the club. "Through the partnership we will be able to offer a fantastic choice for fans on matchdays and at key events to ensure that all tastes and preferences are catered for, including no and low alcohol options." The new brands were launched at Preston Grasshoppers' annual Ladies Day event on Saturday March 21, with over 200 guests dining at the club before the Hoppers men's 1st XV rugby team kicked off at 2.30pm versus Sheffield Tigers. Over 500 additional spectators joined the crowd for the afternoon as the 1st team continued its recent winning streak, beating Sheffield Tigers 39-37. John added: "Molson Coors and LWC are both highly respected partners, and we're excited to introduce the new range to our members and supporters and look forward to everyone's response on Saturday. With warmer weather approaching, it's the perfect time to enhance our offering." Established in 1869, Preston Grasshoppers is one of the founding clubs behind the Rugby Football Union and has a long history as a well-known and popular rugby club in the North West. As well as its senior and junior rugby teams, it hosts a wide range of other sports including cricket, squash, archery, darts and shooting and has three function rooms for both business and private function hire.

Molson Coors snaps up Monaco Cocktails. 23 March 2026 By Nicola Carruthers Brewing giant Molson Coors has agreed to buy the company behind Monaco Cocktails, the leading independent canned cocktail brand in the US. The brewer behind Coors and Miller has entered into an agreement to purchase Atomic Brands, the producer of Monaco Cocktails, for an undisclosed sum. The deal marks Molson Coors' first acquisition of a spirits-based RTD brand. The deal is part of Molson Coors' goal of building a portfolio of brands outside of its core beer business. Launched in 2012, Monaco claims to have 'ignited' the RTD cocktail category with its canned products. It has since become a 'top-five RTD cocktail brand' in the States, according to Molson Coors, citing Nielsen data from January 2026. In addition, it is said to be the number one independently-owned RTD single-serve cocktail brand in the US across all tracked retail channels. Monaco uses spirits like vodka, Tequila, rum and gin as its base. It has also moved into wine and malt-based RTDs. The brand's range of 9% ABV canned cocktails includes Citrus Rush, Watermelon Crush, Lime Crush, Black Raspberry, among other flavours. It is sold in more than 70,000 retail locations across the US with a major presence in convenience stores. Canned cocktail 'pioneer' Don Deubler, founder and CEO of Atomic Brands, said: "I'm extremely proud of the journey we've taken with Monaco since launching in 2012. We pioneered the canned cocktail category when it was all but forgotten, igniting a new generation of drinkers with bold, pop-culture-inspired flavours, iconic packaging and consistent high-energy messaging. "Monaco has always stood for exceptional quality, incredible value, and unforgettable experiences, fuelled by partnerships with music festivals and live-action sports." Deubler believes the partnership with Molson Coors will leverage the firm's distribution and operational expertise to bring the brand to more US consumers. Molson Coors noted 'significant opportunity' to further scale Monaco, including through increased marketing support and expansion through chain retailers. Currently, most of Monaco's distribution overlaps with Molson Coors' US distributor network. Rahul Goyal, president and CEO of Molson Coors Beverage Company, added: "Don and his team have built something genuinely impressive with Monaco. This brand was developed from the ground up with dedication and a fanbase fostered through real, in-person experiences. We believe it has the scale, the consumer loyalty and the runway for growth that we've been looking for - but it's more than that. Monaco is built different. "Very few brands blend quality, value and fun quite like Monaco does, and all of us at Molson Coors are excited to build on the momentum by introducing the brand to even more consumers." The deal, which is subject to closing conditions, is expected to be completed in the coming weeks. Expansion outside of beer Monaco will join the company's 'Beyond Beer' portfolio, which includes mixer brand Fever-Tree, Topo Chico Hard Seltzer and Blue Run Spirits. In November, Molson Coors recognised a US$75.3 million impairment charge for Kentucky-based Blue Run Spirits, signalling a decline in the value of its first major spirits acquisition. When the deal was announced in August 2023, Molson Coors established Coors Spirits Co to house its existing spirits business, which includes Five Trail Blended American Whiskey, Barmen 1873 Bourbon, and 'future innovation'. The brewer purchased an 8.5% stake in UK-based Fever-Tree for £71m (US$88.4m) in January last year. The investment aims to grow the brand in the US. Molson Coors also distributes alcohol-free RTD brand Naked Life in the US, recently securing a listing in 800 Target stores. It also partnered with Casa Komos Beverage Group to distribute Tequila-based RTD cocktail Superbird in the US in 2021.