Campaign: Food & Drink - BrewDog deadly dozen makes history

Campaign: The World's Strongest Beer
Client: BrewDog
PR team: Manifest London
Timescale: August-October 2010
Budget: £5,000

BrewDog is Scotland's largest independent brewery. Its founders wanted a campaign that would redefine beer-drinking in the UK and get people talking about craft beer.

Objectives

- To raise awareness of the brand

- To drive sales of high-alcohol beers.

Strategy and plan

BrewDog set about creating the world's most alcoholic, most intricate and most expensive beer. Dubbed 'The End of History', the beer was a 55 per cent ABV blond Belgian ale, infused with nettles and juniper berries. A taxidermist was asked to create limited edition bottles from dead stoats, squirrels and a hare. The beer was priced at £700 a bottle and could only be bought from the BrewDog website.

Measurements and evaluation

The story was covered in most national newspapers and all major news websites. Highlights included coverage on BBC News, CNN, Fox News, The Sun online, and in The Daily Telegraph and The Sunday Times.

Results

All 12 limited edition bottles of The End Of History sold out within three hours. BrewDog's web traffic rose by more than 1,000 per cent during the week and all its other high-alcohol beers sold out. Since the campaign, BrewDog sales have increased by 250 per cent year on year.

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