James Ready: Cap Recall.

For years, every James Ready beer came with a message under its cap, which fans loved. But when the caps went blank, the fan base reaction was immediate and fierce. So, we turned a screw-on screw up into a blank cap recall campaign. Drinkers were awarded surprisingly quirky prizes, based on the number of blank caps they mailed back. By campaign’s end, over one million blank caps were returned to the brewery.