New York Bakery Co.: Bagel Beer by Now

Agency: Now
Date: Feb 2018
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Now and its client the New York Bakery Co. have co-created a ‘bagel beer’ to mark National Bagel Day.

The Bagel Beer – 5.7% – is fruity, smooth and easy drinking. It was made using New York Bakery Co.’s best-selling Original bagels, lightly toasted and chopped into pieces for brewing. The agency and bagel brand partnered with London brewery and tap room, Canopy Beer Co., to make the limited edition bottles.

Designed by Now, the bottle labels feature Lady Liberty in a nod to the city that inspired the authentic boil and bake recipe behind New York Bakery Co. bagels. A taste of New York and London in one, available to bagel and beer lovers alike.


Client: Christina Honigfort, Head of Marketing, New York Bakery Co.; Rhiannon Heap, Brand Manager, New York Bakery Co.

Brewer: Estelle Theobalds, Canopy Beer Co.

Agency: Now

Chief Creative Officer: Remco Graham

Creative Director: Harv Bains

Creative Producer: Callum Furminger

Creative & Strategy: Amelia Wood

Designers: Tina Westerner & Luke McClure

Account Manager: Katy Stanage