One Large Beer

 “One large beer.” I’m on vacation right now and finding when you say that in Budapest, Vienna, or Prague, the bartender will nod knowingly and pour you a large beer - a half liter of whatever they have.

In Chicago, “one large beer” means nothing. It begs a follow-up. Point to one of the tap handles.

If we’re in an environment that values choice but also expediency and convenience, what’s the version of “one large beer” people look for from your brand? From your communications? From you, personally?

Let’s save the options for the particular and nail the one thing.

Matt Kelly