All craft beer claims originality, but the truth is, Cream Ale is one of three original American beer styles. And as Americans are drinking less and less beer, we needed to own this originality to get more millennials to know us and choose us—in our own backyard and new ones.
For marketing-adverse millennials who want to feel as though they set their own tune, we created and curated experiences and content that celebrate true AleBlazers—the spirited people who are making their own path in life and whose taste for life is as unique as Cream Ale.
In a market where originality is overclaimed, we delivered. And in a category that is flat on its best day, we punched hard. Through a combination of engaging content, paid promotion and on-site tastings in both current and expansion markets, we saw 18% sales growth in existing markets and 8% sales growth in expansion markets.