Episode Details
Back to EpisodesFAIL: Hops and Dreams: The Beer That Nobody "Cheers'd" To
Description
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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