Home » Sierra Nevada Brewing Company Adds Admirable Devil to 2020 Ad Duties

Sierra Nevada Brewing Company Adds Admirable Devil to 2020 Ad Duties

by | Jan 24, 2020

Sierra Nevada Brewing Co., has assigned advertising duties to Admirable Devil after a competitive pitch lead by the in-house marketing team. The Washington, D.C.- based advertising agency will create and launch a new brand campaign and communication strategy in 2020 to support the flagship Sierra Nevada Pale Ale and portfolio of beers, including Hazy Little Thing®, a popular hop-heavy, juicy IPA. Admirable Devil will report into the company’s first VP of Marketing, Noelle Haley.

“Pale Ale has been iconic for 40 years and has inspired countless brewers. We were looking for a bold and timeless idea that would remind drinkers why they fell in love with Sierra Nevada in the first place,” said Haley.

“Sierra Nevada is beer made at the very highest-level and with such soul. We’re stoked to help tell that story,” said Bruce Gray, Chief Creative Officer at Admirable Devil.

2020 marks the 40th anniversary of the iconic brewery and debut of Sierra Nevada Pale Ale, a hoppier more flavorful beer first introduced at a time when mass beers were commonly less flavorful. Advertising will include TV, digital, social and extend to activations and field marketing.

The win continues a streak for Admirable Devil which last fall picked up an assignment by D.C.-based higher education start-up Pedago and launched a new campaign for outdoor retailer Orvis last year.

“We appeal to brands with independent spirit, but this win also acknowledges our market. There’s a high level of creativity to tap into here,” said Joel Johnson, Chief Strategist at Admirable Devil.

About Sierra Nevada Brewing Co.

Inspired by frequent trips to the Sierra Nevada Mountain range, Ken Grossman founded Sierra Nevada Brewing Co. in 1980. Highly regarded for using only the finest quality ingredients, Sierra Nevada has set the standard for craft brewers worldwide with innovations in the brewhouse and in its sustainability efforts. The pioneering spirit that launched Sierra Nevada now spans both coasts with breweries in Chico, California, and Mills River, North Carolina. Sierra Nevada continues to honor its mountain heritage through day-to-day sustainability efforts and programs like Pale Ale for Trails. The brewery is famous for its extensive line of beers including Pale Ale, Hazy Little Thing®, Torpedo®, and a host of seasonal, specialty and limited release beers. Learn more at www.sierranevada.com. Contact: Noelle Haley, [email protected]

About Admirable Devil, a Capitol Communicator sponsor.

Admirable Devil is an advertising agency based in Washington, D.C. We believe purpose and soul are at the heart of every great brand. Admirable Devil recent projects include several campaigns for The Orvis Company, new ads for higher education tech start-up Pedago, and re-launching off-price retailer Gordmans. Learn more at www.admirabledevil.com Contact: Joel Johnson, [email protected], 202.505.0165



About the Author

This post is authored by a Capitol Communicator native advertising sponsor.


  1. Bruce Gray

    Taking a page from Mr. Matt Smith’s book, the Devil both humbly and proudly views this as a win for the mid-Atlantic ad market. As we’ve heard Matt remind us more than once, lots of great shops and talented people here. We’re honored to bring a bit more attention to the region. Ps: And the Sierra Nevada folks are in Cali, people, Cali! Do good work and the good brands will find you, promise. Cheers, Bruce

  2. Matt Smith

    I raise my glass to you guys. Well deserved and proud to be your neighbors. Matt


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