Cream Ale AleBlazers

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.

Cream Ale: Ale Blazers - Washington D.C.

Cream Ale: Ale Blazers - Philadelphia, PA

More of a watcher than a reader? We got you. Here’s an overview case study video of the AleBlazers campaign.

More of a watcher than a reader? We got you.
D.C.—Nekisha Durrett
Boston—Boston Barber & Tattoo Co.
Nashville—Graci Phillips
Philly—Pizza Brain
BKLYN—Brooklyn Motor Works
Rochester—Dean Jones

Connecting with our audience about more than beer

Spreading awareness by driving connection

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.

Sales growth in core regions:

18%

Cream Ale: Ale Blazers - Landing Page Design

Sales growth in expansion markets:

Nashville—Eric Van HoutenThis artist knows that music connects people and that having a unique voice is how to build fans. Cheers to that.

Nashville—Eric Van Houten
D.C.—Inner Ear Studio
Philly—Wild Adriatic
Boston—Lian Leng
Rochester—Brewing Today

Tapping into originality

Cream Ale didn’t compete on the usual ads and media spend; that’s not original. We told real stories of unexpected people, places and makers—think barbers, tattoo artists and fingerboard artists—through video, photography and editorial stories. All delivered through the channels our audience already hangs out in—social and digital. Plus, a printed zine and a flexi-record of tracks from the bands featured on our AleBlazers tour satisfied our audience’s craving for tangible analog content.

Exceeding benchmarks & trends

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.

Engagement increase:

40 x

Cream Ale: Ale Blazers - Social Media Content

Total of videos played:

1 m+