Stockport based brewery Robinsons have won the Best Marketing & Communication Award at SIBA – Society for Independent Brewers – National Finals for their brand development of elbow beer. And here’s why – marketing isn’t about how much you spend, its about getting the right message to the right people at the right time. Seems simple, right?
With over 300 new UK breweries in the last two years alone it is becoming increasingly difficult to stand out from the crowd. For Robinsons it is all about ‘authenticity’; having something to say that people want to hear about. They stood head and shoulders above the rest when they created the elbow brand in conjunction with the hit band of the same name.
Following a structured PR and communications plan, (including using social media to drive demand and interest with competition incentives and light-hearted interaction), Robinsons have opened new doors to a rich vein of ale drinkers who may not have otherwise tried their ales.
Adapted from Robinsons newsletter – The Unicorn
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