Easy Rider

Lager launch, field activation and merchandise

Launch execution for Easy Rider Light Lager within the JuneShine portfolio, followed by field activity and merchandise coordination in 2024–2025.

RemitBeverage launch + merchandise coordination

Easy Rider ✳ Beverage launch + merchandise coordinationPublic Easy Rider social post

The assignment

Introduce the lager through ambassadors, retail and on-premise activity, then extend the identity into merchandise.

Responsibility: Beverage launch + merchandise coordination
Engagement: Brand-side leadership experience
Period: 2024–2025
Selected deliverables: Beverage-launch executionAmbassador and product-seeding coordinationRetail and on-premise supportSales and field-team alignment

Inside this partnership

The work, section by section.

Lager positioning and ambassador launchBeverage-launch execution / Ambassador and product-seeding coordination

Trade and retail presentationSales and field-team alignment / Retail-support coordination

Summer product activation, July 2024Product-seeding and field coordination / Branded product presentation

Merchandise range, March 2025Merchandise-program coordination / Creative and brand-team alignment

Garment samples and production reviewSample review and approvals / Production-partner coordination

Product images and release materialsProduct-image coordination / Release-material preparation

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Selected milestones

2024Beverage introduction
Launch, ambassador seeding, trade support and product activation.
Explore this work ↓
July 2024Summer field activity
Product displays and cans in hand at the activation.
Explore this work ↓
March 2025Merchandise range
Product presentations and sample reviews across clothing and headwear.
Explore this work ↓

Lager positioning and ambassador launch

The launch connected Easy Rider / Peter Fonda cultural IP with a surf-led ambassador program. The remit covered positioning, seeding, retail and on-premise support; public launch coverage featured Rob Machado and Nathan Florence.

Responsibilities & deliverables

Beverage-launch execution
Ambassador and product-seeding coordination
Retail and on-premise support

Trade and retail presentation

The trade-show archive shows Easy Rider alongside Flying Embers within the beverage portfolio. Coordination connected product presentation with sales, field-team and retail requirements.

Responsibilities & deliverables

Sales and field-team alignment
Retail-support coordination
Product presentation in market

**Easy Rider refrigerator within the portfolio trade-show setup**JuneShine portfolio / NACS trade-show archiveOpen source ↗

Summer product activation, July 2024

The archive shows beer in a vintage pickup, a branded refrigerator and cans in the crowd. Launch and field coordination covered product seeding, presentation and the collection of activation content.

Responsibilities & deliverables

Product-seeding and field coordination
Branded product presentation
Activation-content collection

**Easy Rider product display for the July 2024 activation**Easy Rider brand activation archiveOpen source ↗

**Easy Rider in the crowd / July 2024**Easy Rider brand activation archiveOpen source ↗

Merchandise range, March 2025

The archive includes tees, a work shirt, headwear and fleece. Coordination connected brand, creative and production teams around the range and release.

Responsibilities & deliverables

Merchandise-program coordination
Creative and brand-team alignment
Range and release planning

Selected project materialPublic brand sourceOpen source ↗

**Easy Rider cap product presentation**Easy Rider / March 2025 merchandise archiveOpen source ↗

Garment samples and production review

Physical sample reviews covered print placement, color, shape and graphic application. Production coordination kept brand feedback and creative approvals connected to the release needs.

Responsibilities & deliverables

Sample review and approvals
Production-partner coordination
Brand and creative feedback handoffs

**Easy Rider fleece sample**Easy Rider production archive / 2025Open source ↗

**Easy Rider tee sample**Easy Rider production archive / 2025Open source ↗

Product images and release materials

Product-image coordination and release preparation turned the range into usable presentation material. Working sample photographs document development; clean product views show the assortment.