“Many people don't know much [about us] beyond our flagship pale ale,” said Joe Whitney, director of sales and marketing for Sierra Nevada Brewing Co. “We get a lot of e-mails, [saying consumers] just discovered Harvest Beer or fresh hop ale…We haven't really told our story.”
CLS is focusing not only on media relations to leverage stories on the brewery's different brand beers and sustainability practices, but also working to expand social media efforts, Whitney said. It will also help to create events such as an upcoming media beer camp slated for Q1, and provide executive media training, said Mike May, counselor at CLS.
CLS was hired in November after Sierra Nevada issued a formal RFP to five, undisclosed agencies in late summer, said Whitney.
“We saw a lot of people who didn't get our brand and treated it like Budweiser… CLS really gets it,” said Whitney.