At the Spirits Innovation Conference in London Yossi Meshulam, Ripples CEO, shared several case studies to demonstrate how beer and spirits brands can use innovation to make their brands stand out.
Here are a few of the beer marketing campaigns he discussed, plus takeaways for you – no matter what size brand or budget you’re working with.
1. JUPILER “RED BEER”
The official sponsors of the Belgian National Football Team the Red Devils since 1988, Juplier launched the RED INSIDE campaign for Euro 2020. They offered a brand new beer The RED (same taste but a different color) so they could ride the red wave to the quarterfinals alongside their team. The campaign resulted in 27 hectoliters of beer sold and a media reach of 22 million.
The takeaway – You don’t need to make a buzz completely on your own! Find a way to be a part of larger conversation around a high-profile event.
2. SYDNEY BEER CO “SUMMER PRICE INDEX”
January in Sydney can see temperatures above 47˚C / 116˚F. Sydney Beer Co’s Summer Price Index ensures this isn’t an entirely bad thing. When the temperature goes up, the beer price goes down. The campaign garnered 7500+ digital engagements, more than 7,500 purchases, and a media reach of 16 million.
The takeaway – Connect the pricing to the consumption timing of the product and
create a dynamic engagement mechanism so your customers can check in with you daily so that interaction becomes a habit.
3. HEINEKEN SOLAR POWERED BILLBOARD
Heineken uses 100% renewable energy across its production process. As a way to highlight this sustainability milestone, along with their next goal of having 50% of all points of sale in 19 Brazilian capitals to be powered by renewable energy by 2030, Heineken created a solar power billboard connected to the popular bar Brewteco.
The text reads, “This billboard is cooling your Heineken. Cheers.”
The takeaway – Your marketing efforts will resonate exponentially if they pair innovation with a message. Always think of the larger story you’re looking to tell. This billboard is symbolic in the face of climate action, but an incredibly effective way to start a conversation around Heineken’s brand values.
4. THE GUINNESS STOUTIE – YOUR FACE ON A PINT
Visitors to the Guinness Storehouse can experience The STOUTie – a flawless pint of Guinness with a selfie printed onto the head. According to the Guinness Storehouse website, “In the true spirit of innovation, The STOUTie pushes the boundaries, using technology to add natural malt extract to the top of each Guinness pint to create the chosen design.”
The Takeaway – Selfies on drinks has been proven to go viral, and since each pint features the Guinness Storehouse logo its a simple, scalable way to boost brand reach and recognition.
If you were inspired by this article and are looking for ways to add an innovative marketing campaign to your bar or brand, this is the easiest activation to implement. Your own campaign could be up and running this time next week! See details.
