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Question:

How do you continue to build a new independent brewery brand without the name recognition or resources as the large breweries?

Answer:

You undertake a year-round media relations blitz that focuses on beer and society’s current love affair with specialty beers, in this case, premium beers made by microbreweries. This serves to build brand awareness among consumers as well as trade and industry professionals.

We created a media relations campaign that targeted national print media including newspapers and business and trade publications. Steam Whistle was profiled in Canada’s premier business magazine, Canadian Business, and major daily newspapers across the country. We also launched a “cooking with beer” angle that received extensive national print and television coverage, including the Food Network, CITY-TV and Global Television.

OEB Enterprise also assisted with special media events throughout the year that led to substantial media coverage across the country.

Result:

Steam Whistle sales today are at an all-time high. OEB Enterprise is proud to continue its working relationship with Steam Whistle Brewing.