Tapping New Markets for a Leading Craft Brewery

Objective: A major U.S. craft brewery aimed to strengthen its position in the cannabis-inspired beer market. It targeted a younger, urban audience through impactful media partnerships and fresh, creative concepts to enhance brand appeal within this niche.

Challenge: The brewery needed to connect with a 21- to 29-year-old, city-dwelling demographic driven by lifestyle and image. The brand required an agency skilled in unique media relationships and culturally resonant, edgy, creative concepts to differentiate in the competitive cannabis-inspired product space. The goal was to establish the brand as a lifestyle choice while extending its reach through digital and in-market activations.

Solution: Setup identified a digital agency with expertise in PR, social media, and SEO, known for creating culturally relevant campaigns for lifestyle brands. The agency proposed a vertically integrated media strategy, securing high-impact media partnerships, digital buys with added TV spots, and in-market activations. They also developed creative concepts aligned with the brand’s unique positioning, using imagery, tone, and messaging tailored to engage the young, urban demographic.

Agency Services:

• Strategic Media Buying + In-Market Activations

• Creative Concept Development for Brand Positioning

• Digital Strategy + Social Media Integration

• PR + Influencer Outreach

Outcome: The partnership enabled the brewery to launch a cohesive campaign, engaging younger, city-based consumers and elevating brand visibility within the cannabis-inspired beer niche. The media strategy and creative concepts strengthened the brand’s position as a go-to choice for lifestyle-oriented craft beer drinkers, reinforcing cultural relevance and setting the stage for continued growth.

Setup Service: In-Network Agency Search