Goose Island taps DKC to brew buzz for Black Friday stout

Goose Island is working with DKC Public Relations on the seasonal launch of its Bourbon County Brand Stout.

CHICAGO: Craft beer company Goose Island is working with DKC Public Relations on the seasonal launch of its Bourbon County Brand Stout on Black Friday.

Goose Island selected the firm for the project following a competitive review in August, and the work will continue through the end of the year.

DKC is helping the brand garner media and blogger attention for upcoming launch events on Black Friday in nine cities, which include Boston, Chicago, Dallas, Los Angeles, New York, Philadelphia, Phoenix, San Francisco, and Jacksonville, Florida.

With a team of eight people working on the account across Chicago, Los Angeles, and New York, the agency is executing a campaign to build national and local buzz, said Molly Currey, EVP of the Chicago office and head of the CPG practice.

She added that it is an exciting time for the launch because the "rise of the craft beer industry" is topical and covered in the news often.

Goose Island deferred comment on the initiative to DKC.

The Bourbon County Brands, which are aged in bourbon barrels, are being released in several variants this year, including original, coffee, barleywine, and vanilla rye. Goose Island is also unveiling a special Proprietor’s Bourbon County Brand Stout for consumers in its hometown of Chicago.

In 2011, Anheuser-Busch bought Goose Island for $38.8 million.

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