The big challenge if your a marketer of domestic beer is your scale and ubiquity can be both a blessing and curse.
The downside of mass is that you lose your cool pretty fast. While domestics have experimented with more upscale/premium lines and a little bit of packaging innovation, they haven't really exploited the opportunities that exist with packaging. With the US design and art community often seen as being at the forefront of trends, it seems an obvious opportunity for the big domestics to work with these guys.
Heineken in Europe has done a lot of the work in this space, with the latest being a collaboration with Parisian packaging design legend Ora-Ito.
Of course, the other mass brand to do lots of cool stuff with graphic designers, was Coke.
Packaging seems like such an easy way for a mass brand to do something interesting and surgical to push into cooler spaces.
