North Carolina had changed its booze laws to allow beer pouring in grocery stores. Including 64-ounce growlers. Oh, sweet heaven.

So when Lowes Foods came to us with the opportunity to create a store-in-store concept around draft growlers and craft bottles, we knew a typical beer cave wouldn't cut it. We envisioned a place so irresistible that men would beg to go grocery shopping — enter The Beer Den.


(Click above to zoom.)

(Click images above to zoom.)