Project:
GolfBeer Brewing Company’s line of drinkable craft beers – developed by PGA TOUR golfers Freddie Jacobson, Graeme McDowell and Keegan Bradley, was ready to debut in Florida. The company had a limited promotional and advertising budget and was relying almost exclusively on BYRNE PR to create buzz and drive awareness and demand for the beer.
Strategy:
BYRNE PR positioned GolfBeer as a first-of-its-kind beverage and broke the story through an exclusive national placement in USA Today. BYRNE then leveraged the national placement to secure additional opportunities with other national, regional,
local and golf and beer-centric outlets.
Recognizing player availability for media interviews would be limited, BYRNE PR developed a variety of media materials and rich assets for journalists (press release, player biographies, company history, beer profiles, branded product video, b-roll footage and product shots). These assets were used in nearly every GolfBeer placement.
Additionally, BYRNE PR developed and manages all social media for GolfBeer resulting in more than 10,000 Facebook fans, 2,500 Twitter followers and a nearly 500 Instagram followers in just the first few weeks.
Results:
- The launch of GolfBeer was covered by influential national print and broadcast outlets including USA Today, FOX Business, the Associated Press, ESPN, CNN, CNBC,
The Golf Channel, Golf Digest, CBS Sports and daily newspapers across the country. - More than 521 media placements
- 689 million media impressions
- Media value of more than $1.1 million