Project:
Brew Hub – a company that provides full brewing, packaging, distribution and selling services for craft brewers constrained by capacity, geography or capital – was ready to announce the opening of its first brewery and tasting room in Lakeland, Florida, and the site for its second brewery in St. Louis, Missouri.
Strategy:
To achieve two waves of media buzz, BYRNE PR first held a grand opening preview event at the Lakeland Brewery for local media, business partners and dignitaries. Local media outlets and influential beer publications covered the opening extensively. BYRNE PR then offered the St. Louis announcement as an exclusive to Bloomberg News, utilizing the new Lakeland facility for exclusive interviews, b-roll, images and a branded video. In the weeks following the Lakeland grand-opening news, Bloomberg broke the St. Louis Brew Hub story nationally on Bloomberg TV and in Bloomberg Businessweek magazine. The coverage was extensive and showcased Brew Hub as an innovative solution for craft brewers and a must-experience destination for craft beer drinkers.
Results:
- Feature stories on Bloomberg TV and in Bloomberg Businessweek magazine
- More than 130 media placements
- Media value of $700,000