Great products need great brands to be successful
Here is how Granville Island Brewing stayed engaged during a time of distance
Creating an Immersive Experience
During the launch of a brand new summer seasonal Peach Sour beer in April of 2021, the traditional sampling methods were not permitted with COVID-19 safety protocols. Undeterred, Brendan and his team created a ‘sampling experience’ like no other.
Taking over an empty retail space in the heart of Vancouver, they created a 10-day walk-through experience that spoke to all things Peach Sour. The goal was to create a full sensory tasting experience of all things peach!
The Peach Sample Shop
Prioritizing Partnership
For the Peach Popup, Granville partnered with local superstars Lee’s Donuts to custom bake a peach donut, available for free to everyone who attended. In addition to this Granville partnered with the Vancouver Foodbank and hosted a ‘can-for-a-can’ food drive where people would trade canned goods for a take-home sample of Peach Sour.
Brendan believes that an integral part of brand activation is to be able to tie a part of it back to the commercial side of the business. He worked closely with the company’s sales teams to secure partnerships with 9 on-premise accounts in the local area. Each customer who attended the popup event was given a token that
they could take to one of Granville’s accounts to have a Peach Sour on Granville Island Brewing.
This drove footfall directly from the event and created an opportunity for Granville Island Brewing’s new beer to be enjoyed at no cost to the account or to the consumer
Everything was “Peachy” for Granville
9,074,670 media impressions including 49 online and print placements, 139 social media placements and 2 broadcast placements, equating to an Earned Media Value of $289,843.84. (on a $15K PR budget)
1000 Peach Sours Sampled (through 9 OP partners in Vancouver)
2176 attendees (completely sold out)
$1,240 & 200 food items were donated to the Vancouver Foodbank
3000+ donuts ordered in support of our partners on Granville Island: Lee’s Donuts
+211 orders / $11,365 at DTC during the event
The Results
