So What's Bevstyle?

bev·style

/ˈbēv-ˌstīl/ · noun · english
A unique style of visual storytelling created to help beverage brands better amplify their creative vision in authentic new ways through a combination of precision liquid photography and videography, environmental portraits, and natural lifestyle imagery.

In a sentence: "Craftworks is the original home of Bevstyle storytelling and a category expert on all things beverage"
The way we get there?

That’s called Bevstyle.

Armed with an unmatched understanding of the category and what it takes to smash through industry noise, we empower our client partners through authentic, dynamic visuals that stand out against the competition.

And with decades of combined experience, our global team of photographers, directors, stylists, and post-production team possess the expertise required to bring Bevstyle projects to life. This pairing of skill, creative vision, and in-house capabilities results in fresh and inspiring campaigns that authentically impact and engage audiences in new ways. All under the Craftworks roof.

Cutwater Spirits

Project stats

Client: Cutwater Spirits

Work: Beverage l Lifestyle

Photographer: Matthew Lloyd

 

Cutwater and AKQA were shooting a TV commercial over two days in Atlanta, and we were asked to create a comprehensive image library featuring seasonal looks. Utilizing the same models and locations, it was a unique challenge to coordinate with the film crew, especially since still photography often relies on flash, which can disrupt filming. However, with a flexible and creative approach, we successfully captured all our shots, and the client was thrilled with the results.

 

At the beginning of the project, we needed close direction from the art director, but once we got into the groove, we quickly and efficiently conceived, set up, and shot various lifestyle situations. Leveraging Matthew’s extensive experience as a beverage and lifestyle photographer, he maximized the available spaces to create natural, authentic scenes that perfectly matched the client's vision.

Grolsch

Project stats
Client: Grolsch
Type: Beverage | Lifestyle
Photographer: Jon Enoch  

Shot for global beer brand Grolsch in London, we aimed at creating a versatile image bank for various platforms and a website refresh. To highlight the beer's association with live music, we meticulously scouted London's venues and staged a live gig for the shoot.  

Shot over two long days at two locations. As a lifestyle photographer working in advertising all the elements are controlled but it's then a matter of allowing and coaxing those genuine moments of interaction to occur.

Ursus

Project stats

Client: Ursus Beer
Work: Beverage l Lifestyle
Photographer: Matthew Lloyd

 

Ursus, Romania's most popular brewer, commissioned a two-day shoot to cover various looks and kickstart a new image library—a common request for a drinks and lifestyle photographer like Matthew. Matthew and team captured scenes in residential houses, nature settings, and urban bars to showcase the diverse locations where consumers enjoy their products. Their goal was to light each scene to feel completely natural while using extensive experience in drinks photography to ensure the product looked exceptional—something often overlooked when a non-drinks specialist is booked for a lifestyle campaign.

 

Even a last-minute, surprise request to create a nighttime scene in the middle of the day was successfully delivered. Capturing the perfect carbonation and condensation is crucial to conveying the feeling of refreshment. The choice of angles and lenses provided a reportage feel, keeping the imagery natural and authentic, even in a constructed situation.

Volcan De Mi Tierra

Project stats

Client: Volcan De Mi Tierra

Type: Beverage l Lifestyle

Photographer/Director: James Houston

Volcan

SodaStream

Project stats

Client: SodaStream

Work: Beverage l Lifestyle

Photographer: Matthew Lloyd

Sundowner

Project stats

Project: Sundowner

Type: Beverage | Lifestyle

Photographer: Jon Enoch

 

In sunny Cape Town, Jon captured new drinks photography focusing on genuine moments of connection. Setting the right mood for people to relax and have fun is crucial. We shot on a rooftop at sunset, utilizing the warm hues of sundowner colors to enhance the ambiance.

 

The shooting window was tight as the sun set quickly, so we worked swiftly with big spritz glasses and hard shadow lines to create interest. Keeping the drinks looking their best in the heat was a challenge, requiring plenty of ice. As a lifestyle photographer, Cape Town's vibrant atmosphere provided an ideal backdrop for these shoots.

Johnnie Walker

Project stats

Client: Johnnie Walker Blue Label

Type: Beverage | Lifestyle

Photographer/Director: Matthew Lloyd

DoP: Fabio Calascibetta

 

Johnnie Walker commissioned a shoot to celebrate their new super premium blend, finished in XO Cognac Casks. The aim was to capture the convergence of two worlds—Cognac and Whiskey—in a luxurious, real-world setting. As a drinks photographer and director, Matthew led an extensive location scouting effort to find venues that matched the high-end ambiance required. Full production included creating bespoke neon signs to enhance the visual appeal.

 

Both video and stills were needed, so we enlisted DoP Fabio Calascibetta to handle the moving images while Matthew directed the shoot. Utilizing the same team ensured consistency across all assets. The final images and videos were used globally in travel retail, showcasing the luxurious and unique nature of the new Johnnie Walker blend.

Bud Light

Project stats

Client: Bud Light

Type: Beverage | Lifestyle

Beverage Stylist: David Probasco

Huel ​

Project stats

Client: Huel

Type: Lifestyle | Beverage

Photographer: Jon Enoch

 

Explore some of Jon's stunning examples of the lifestyle photography he has been shooting for Huel over the past few years. As a lifestyle photographer, Jon ahs been showcasing their products in diverse settings, from picturesque beaches to bustling warehouses. Partnering with Huel over time has allowed us to develop a consistent and distinctive visual style. As a lifestyle photographer, Jon's role extends beyond capturing images; it involves collaborating with the brand to create and maintain a cohesive and impactful aesthetic.

Captain Morgan

Project stats

Client: Captain Morgan

Type: Beverage | Lifestyle

Beverage Stylist: Haley Geller

Heineken

Project stats

Client: Heineken

Work: Beverage l Lifestyle

Photographer: Matthew Lloyd

Slane Irish Whiskey

Project stats

Client: Slane Irish Whiskey

Work: Beverage l Lifestyle

Photographer: Matthew Lloyd

Kraken Rum​

Project stats

Client: Kraken Rum
Work: Beverage l Lifestyle
Photographer: Matthew Lloyd

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