The Japanese Craft Beer association is a Japanese governmental body that helps promote local products abroad. Marie-Laure, founder of Surrender, developed the entire brand positioning and launch strategy for multiple Japanese Craft Beer brands in the US in 2018. Marie-Laure helped quantitatively define the geographical target, draw a target audience profile, created the brand positioning, briefed designers for the brand visual identity development, planned each step of the launch and their sequencing, developed event concepts for launch and briefed media partners for content series.