Turning a mispronounced name into cultural conversation and market momentum.

In the crowded craft beer market, Jai Alai needed to stand out and spark trial. Most consumers loved the beer but couldn’t pronounce its name—a challenge the brand turned into an advantage. The Best Beer You Probably Can’t Pronounce campaign used humor and cultural storytelling to transform mispronunciation into participation, inviting drinkers to laugh, engage, and share across digital, social, and in-store experiences.

The campaign made Jai Alai impossible to forget, driving double-digit sales growth, hundreds of millions of impressions, and award recognition for creativity and cultural relevance.