CASE STUDIES
CHALLENGE
One of the original craft beer brands, Anderson Valley Brewing Company was a sleeping giant; a brand with tremendous legacy and a great product, national distribution networks and a loyal following. But the marketing infrastructure and brand identity had been left fallow for a decade-plus. As a result, sales were on the decline, customer engagement relied mostly on nostalgia and the company as a whole lacked vision and direction. New owner Kevin McGee changed that, bringing BluBird on to right the marketing ship, functioning as a virtual CMO to create a cohesive brand message, to build new owned media platforms and establish the external communications channels to deliver a new message from one of craft beer’s original innovators.
SOLUTIONS
Start at the beginning, building a communications program to support the new vision from scratch. Keep the elements of the brand that worked while cleaning out a decade of marketing cobwebs. Build on the legacy of outstanding beer, providing that heritage with the support of a modern comms program to introduce the brand to new audiences. A new website and social ID to support a redesigned logo and packaging; email marketing programs to support sales and distribution efforts and build up consumer evangelism; a media relations and sampling campaign aimed at introducing the beer to a new generation of media covering craft beer; a social media program that spoke to quality and the unique quirks of the brewery; and a paid program that would expand the consideration set. Putting the right pieces in place, to carry the right message to the right audience.
SERVICES
- STRATEGY
- CONTENT MARKETING
- MEDIA RELATIONS
- INFLUENCERS
- COPY AND BLOG
- WEBSITE DESIGN
- EMAIL MARKETING
- SOCIAL MEDIA CONTENT AND STRATEGY
- PAID DIGITAL
- CRISIS
METRICS
35%
INCREASE IN PACKAGED SALES IN YEAR 1
TESTIMONIAL
“BluBird has been a critical part of our business since the acquisition. A crucial part of our first 18 months of turning around a 33 year old business was building a consumer marketing strategy and capabilities from scratch, and BluBird has been an essential and capable partner in all of these communications and marketing activities. Their team is responsive, great to work with and highly effective and partnering with them has allowed us to draw upon a quiver of talented professionals we couldn’t hope to match with in-house staffing. BluBird has been and continues to be an essential ingredient in the success of our business.”
Kevin McGee
President and CEO, Anderson Valley Brewing Company
