Honduras has for the most part been exposed to so-called "mainstream" beers only. The only beers the average person knew about were brands made in immense factories owned by big multinational companies. There is certainly no shortage of selection, but there was a shortage of specialty craft beer. Enter Honduras Brewing Company to fill that void. As one of the country's first quality craft breweries, not only did they set out to enter an already crowded market but also to turn these "mainstream" beer drinkers into craft beer devotees. In order to reach our consumers, we aimed to leverage the facet of national identity to connect with them.