• by Fern Siegel , February 25, 2025

Black Viking Brewing has named Notorious111 as its agency of record.

Both are distinct: Black Viking is one of the few Black-owned breweries in the U.S., fostering diversity in the beer industry, while Notorious111 has an all-female leadership team. The agency, bought back from WPP last year, counts Volkswagen, Kawasaki Engines and National Aquarium among its branding clients.

The 5-year-old brewery, headquartered in Gaithersburg, Maryland, expects to expand distribution and launch new products this year. Black Viking's flagship beer, Zingabier, is named after the scientific name for ginger. The golden ale is lightly sweeten with spicy ginger and honey notes.

The agency’s remit is to enlarge its public identity. First work will appear this summer.

What is Notorious111’s creative vision for upcoming ads?

“Black Viking Beer is turning 'Viking' into a verb — to Viking is to embark on a bold journey from the familiar into the unknown. Our creative vision celebrates the inherent wanderlust in all of us, capturing the thrill of risk and the allure of adventure,” Brandon Rochon, chief creative officer at Notorious111, told Agency Daily. “It's a call to transform every moment into a journey, where each sip fuels the quest for discovery.

“Black Viking is targeting anyone who embraces adventure and exploration. The brand celebrates risk-taking and the journey itself, appealing to a broad audience that values pushing boundaries and discovering new paths. It’s about connecting with those who share a spirit of exploration, regardless of demographic.”

That may explain why the brewery's slogan is: “Cheers to The Culture!”