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Creative Marketing Strategies to Grow Brand Recognition

Weyerbacher built its following based on its reputation to brew big, complex, high ABV beers for the craft beer market. When they decided to offer a lower ABV IPA (India Pale Ale) to the market, we knew they needed to do something special to separate their offering from the pack.

The founders and employees of Weyerbacher are a compassionate crew that love to give back to their community and they also love their companion animals! Once we decided that donating a portion of the proceeds to animal welfare organizations was the direction, we selected the name and began the campaign. The beer was labeled Last Chance IPA since these organizations many times are a companion animal’s last chance to find their forever homes.

We found that the largest portion of Weyerbacher’s target market not only likes to drink well crafted beer, but they also like to feel as though they’re making a difference in their community. Because of this, we developed the “Great cause. Great beer.” campaign in conjunction with Weyerbacher.

Each month, a 501(c)3 nonprofit animal welfare organization is selected to receive a percentage of the sale of every drop of Last Chance IPA sold during the month. Also included, are any sales of Last Chance IPA branded merchandise. These organizations work diligently to save companion animal lives, educate their communities, and provide resources and services to assist owners of companion animals.

Since the campaign began in 2012, Weyerbacher has donated over $75,000 to 26 organizations. With some tweaks to the way organizations are selected and the addition of mutually beneficial cross-marketing in 2015, we are looking forward to helping Weyerbacher extend their outreach.

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