Case Studies
I've always been a scrappy grassroots marketer -- it’s how I’m built. Authentic messaging via public speaking, writing, media relations, social media, the power of video, and cultural moments, can engage your base and inspire new fans and followers
Case Studies
Peyton Manning | Independent Craft Brewer Seal | CraftBeer.com | Travelocity Beer Tourism Index | Jon Taffer | Jim Gaffigan
PEYTON MANNING & SUPER BOWL 50
When the Denver Broncos won Super Bowl 50, Peyton Manning made a plug for the world’s largest beer company that riled many in craft beer land (particularly considering Colorado’s reputation for craft beer). We leveraged the opportunity to add our own message to the public landscape. Working with media relations agency, The Rosen Group, we shipped him a care package of craft beer, and along with the beer, we included a letter.
Original CraftBeer.com article | ESPN feature
INDEPENDENT CRAFT BREWER SEAL
The seal launched on June 27, 2017, as a tool to identify the breweries that fit the association’s craft brewer definition. I was a lead architect and the main spokesperson behind this program. More than 400 U.S. craft breweries signed up to use the seal on day one. Today, more than 5,000 craft brewers representing more than 85 percent of the volume of craft-brewed beer have signed up to use the seal.
Campaigns Supporting the Seal
“Take Craft Back,” rolled out in October 2017 and was co-created with Sterling Rice Group. It was the first campaign to feature the seal's likeness. “Take Craft Back” had a ridiculous goal: crowdsource $213 billion to buy Anheuser-Busch InBev (AB InBev), flipping the script on the global company that purchased 10 independent U.S. breweries since 2011.
Result
Beer lovers recognized the seal and what it stood for:
72% of weekly craft beer drinkers say they factored “made by an independent brewer” into their purchase decision.
42% of weekly craft drinkers said they had purchased beer with the seal on the packaging (up from 31% the year prior).
For more background on this effort, visit SupportIndependentBeer.com
*Source: The Harris Poll/Nielsen, May 16-23, 2020 and BrewersAssociation.org
CRAFTBEER.COM
First launched in 2009, CraftBeer.com is an award-winning website for beer lovers published by the Brewers Association. As the publisher (2009-2020), I supported a talented team of editors, designers, writers, and developers and authored content and resources that are foundational for beer educators.
Result
The website literally advanced the perception of beer as it shared the stories of small and independent U.S. craft breweries. It earned millions of annual visits too.
#1 in recognition (AAU Sterling Rice Group study 2018/2019)
Best Beer Website: Men’s Journal
Interactive Media Awards ‘Best in Class’
Numerous North American Guild of Beer Writer awards
FOLIO: Eddie & Ozzie Awards finalist
TRAVELOCITY BEER TOURISM INDEX
Lead behind the Travelocity Beer Tourism Index that the Brewers Association co-produced with Travelocity.
Result
This project resulted in more than 100K impressions to Travelocity, drove interest and visitors to breweries, and earned more attention than any other index they had done to date.
JON TAFFER
When “Bar Rescue” icon Jon Taffer was interviewed for an article in Cheers Magazine about the trends he predicted would boost bar revenue I disagreed.
"Hey Jon, we love ya, but while I obviously also love looking at trends within the beverage industry, I disagree with a few of your statements in regards to breweries."
Read the full story here
Result
Jon was peppered with social media tags from beer lovers and breweries, putting him on notice.
JIM GAFFIGAN
When comedian Jim Gaffigan delivered a biting critique of American craft beer on CBS’s “Sunday Morning”, I wrote him a letter, and we sent him a few independent craft beers too.
"Jim, I’m so happy to hear that beer is your beverage of choice. During a segment on CBS’s “Sunday Morning,” you asked how American beer lovers had lost their way. I’m writing to assure you that’s not the case. In fact, it’s quite the opposite, and that should excite you as a beer lover!"
Read the full response to the interview HERE
Result
A fantastic dialog directly with Jim, media pick up on the exchange, increased awareness of the Great American Beer Festival, and an inspired and happy base of craft breweries with many of them noting our defense of their honor and beer.
