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FAIL: Hops and Dreams: The Beer That Nobody "Cheers'd" To
Manage episode 489645507 series 3484829
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Rachel Auty, head of marketing at Brew York, discusses the brewery birthday celebration that featured collaborations with international breweries like Lervig and Hidden Springs, creating six beers with a Eurovision tie-in called "Collabivision."
What seemed like marketing genius internally received a lukewarm public reception, teaching them valuable lessons about keeping messaging focused and straightforward.
• Timed release with Eurovision in the UK and called it "Collabivision"
• Created adventurous beer flavours including a cherry stout
• Found the concept exciting internally but met with public indifference
• Realised we had too many marketing messages competing for attention
For the full episode visit: https://www.buzzsprout.com/2206375/episodes/13748919
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Chapters
1. Birthday Beer Collaborations Explained (00:00:00)
2. The Collabivision Marketing Concept (00:00:41)
3. Marketing Lessons Learned (00:01:05)
4. Keep It Simple Principle (00:01:27)
90 episodes
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