Rainier: A Beer Odyssey – Vancouver Premiere at Kiggins Theatre
Beer nostalgia will be proudly displayed on the big screen this weekend when Rainier: A Beer Odyssey makes its Vancouver premiere Kiggins Theatre. The new film documents the rise of the iconic television advertisements from Seattle’s beloved Rainier Beer.
Rainier was first brewed in Seattle in 1878, before Washington was even a state, and has gone on to become one of the most recognized beer brands from the Pacific Northwest. Through the brewery’s first century, it advertised just as other breweries did, nothing too special, but a message that it was a beer to reach for.
This all changed in 1974 when Rainier decided to go against the grain as the brand faced an image crisis. The brewery decided to create an advertising campaign that would set itself apart from others just when the industry was facing mass consolidation.
To do so, Rainier reached out to Gordon Bowker, one of the three original founders of Starbucks. He teamed up with Terry Heckler, the budding brand and marketing wizard, to create Heckler/Bowker, a small boutique ad agency in Seattle. The agency decided to embrace television with some new quirky television ads that poked fun at the brand itself.
Heckler/Bowker created a set of ads that turned the fledgling brewery into new found prosperity and assisted Rainier to become the top selling beer in the state of Washington. The ads were simple but with a cutting edge that made a lasting impression that some of the jingles are still known today. They would go on to a 12-year run that truly captured the hearts of the Pacific Northwest!
It was during this run that Rainier began to change ownership. In 1977, Wisconsin’s G. Heileman Brewing Company purchased Rainier. Then in subsequent years the brewery continued to change hands as G. Heileman did and eventually Rainier ended up being owned by Pabst Brewing, who still owns it today. But in 1999, Pabst closed down operations in Seattle and is currently brewed wherever Pabst contracts it out at.
Now to relive the nostalgia of these classic Rainier advertisements, Rainier: A Beer Odyssey brings this story to the big screen. After numerous years of sifting through archival footage, the film made its debut last year to some positive response.
Rainier: A Beer Odyssey was directed and edited by Isaac Olsen and produced by brothers Justin Peterson and Robby Peterson. It will make its Southwest Washington debut this weekend in Vancouver with showings from Friday, March 7 through Sunday, March 9.
“This will be the first time the film is shown in Vancouver, and we’re really stoked to show the movie at the Kiggins Theatre,” stated Justin Peterson, the film’s co-producer. “Fans can expect a nostalgic, fun, and sometimes surprising journey through Rainier Beers epic commercial campaign of the 70’s and 80’s. There’s a mix of archival footage, behind the scenes, sales film and even making of. We also take a dive into the legendary minds of the advertising team that made Rainier a cultural icon. If you love Rainier, Pacific Northwest history, or just a good beer story, this screening is for you.”
Justin, his brother Robby and Isaac Olsen poured their souls into this film. And with it many hours, that led to multiple years.
“It was a big undertaking that took several years,” said Justin. “The process of digging through old film reels, commercials, and historical footage took about 3 years in total. Some of this material hadn’t been seen in decades or at all and tracking it down was a real adventure.”
During this research process they received invaluable assistance from Pabst Brewing on licensing and access to archival materials. They also worked with Washington State historical society and various individuals to put this 124-minute film together.
“They were supportive and recognized the passion behind the project,” stated Justin. “They understand how important Rainier is to the Northwest’s culture, and while they let us tell the story our way, they were happy to see the history celebrated. Their response has been very positive!”
But most importantly it has been the fans of Rainier that have enjoyed the film the most! The brands heritage hits multi generations as the brand continues to see momentum in the PNW.
“People have loved reliving the old commercials, hearing the behind the scenes stories, and learning more about Rainier and Seattle History,” exclaimed Justin. “A lot of people have shared their own Rainier memories with us after screenings, which is always fun.”
“We’re just excited to show this film with more people,” stated Justin. “If you’re a Rainier fan, or even just curious about the story, we’d love to see you at the screening!”
Justin will be in Vancouver at Kiggins Theatre for the screening on Sunday. “We will be in attendance for the Sunday showing,” said Justin. “We love meeting Rainier fans and hearing their own stories, so don’t hesitate to come say hello.
Rainier: A Beer Odyssey will be screening at Kiggins Theatre in downtown Vancouver at the following times:
- Friday, March 7 – 7:30pm
- Saturday, March 8 – 4:30pm
- Sunday, March 9 – 6:30pm
Tickets are $15 each and can be purchased by clicking here.
If you want to check out a trailer or see some cool merch go to Rainierbeermovie.com or follow the film on social media @rainierbeermovie.
Kiggins Theater – 1011 Main Street – Vancouver, WA
About The Author
DJ
D.J. is a Portland, Oregon based writer that spent his formative years in the Midwest. With over 25 years under his belt of drinking beer at festivals across America and the world, he has developed a strong appreciation and understanding of craft beer and the industry that surrounds it. He can be found in any of the great breweries or beer bars that make Portland the best beer city in the world. His writing can also be found in the archives of Northwest Brewing News and can be followed on Twitter and Instagram at @hopapalooza.