Florida Beer Company
In all honesty, we didn’t first encounter Florida Beer Co. as a client. We first encountered it because we like drinking great beer. And we think great beer deserves a great brand. So we wrote the company, had a few meetings and here we are.
The challenge: Separate craft beer from crap beer.
It’s tough for a small craft brewer, even one who brews great beer, to stand out in the cooler section when The Big 3 (Budweiser, Miller and Coors) get prime positioning on the shelf. In restaurants and bars, it was also a goal of Florida Beer to become the answer to the age-old question from tourists, “What’s your local beer here?” On top of all that, we needed to connect all the brewing company’s labels under the umbrella of Florida Beer while still allowing each brand to stand on its own.
Plus, through our research, we discovered that it’s not enough for a brewer to score points with the consumer. They also have to sell themselves to distributors. So this quickly became a two-pronged attack.
Position FBC as the quality, high-end beer made just for Floridians and the people who visit the Sunshine State.
We knew we could back up the promise of a brand that was, is and always will be brewed exclusively for the people who celebrate the sand, surf, sun, fishing, key lime pie and all things Florida. Would you celebrate Spring Break in St. Louis? Would you call Wisconsin a tropical place? Would you consider Czechoslovakia to be paradise?
No. If you live like a Floridian, you drink like a Floridian. We illustrated this by pairing Florida descriptions and activities with very un-tropical places. It didn’t take our audience long to realize that nothing was more of a natural fit with those activities than the beers of Florida Beer Company. Beachside. Hurricane Reef. Key West. And others. If you live Florida, you drink Florida. Not anywhere else.
This became the basis of our campaign strategy around the theme, “Live Florida. Drink Florida.” And with this strategy in place, we identified the best places for where locals and distributors could potentially choose Florida Beer.
Much more award-winning beer sold. Not by coincidence, much more happy people in the world. Once our new brand campaign launched, Florida Beer saw an immediate impact at the retail and distribution level. For instance, for its retail effort, Florida Beer expected to sell out 200 beer racks within six months. Well, they didn’t do that. They sold out all of the racks within 6 weeks. At monthly distributor meetings, Florida Beer created a stir with its bold package designs, leading to increased distribution.
Best of all, in the markets where Florida Beer is distributed, they outsell. The Big 3.
We’ll drink to that.