Interesting move from Heineken which is marketing a new beer aimed at hipsters. Part of its marketing strategy is to hide the fact that there is a major company behind Blind pig, with a start-up style low profile launch primarily conducted through Instagram.

Heineken recognizes that going too big too fast with this beer would harm it in the long term.

It makes sense in the context of the beer itself, named and packaged to hark back to the prohibition era.

Will consumers see straight through this facade? Has it arrived a little too late considering that prohibition-style bars were in vogue half a decade ago? It'll be interesting to see how well it does, and whether it proves itself to be a marketing strategy worth following....