The digital landscape for how you market your business and connect with customers at a local level is extremely important. As more local businesses create…
Founded in 1993 in an old mechanic’s garage in Salt Lake City, Utah, Uinta Brewing company has grown to be the 38th largest craft brewer in the nation. Uinta’s 16 year-round beers are distributed throughout 35 states, along with nine seasonal beers and multiple small-batch releases.
After launching the Lime Pilsner in April 2017, Uinta Brewing Company sought to leverage social media and the peak beer sales season of June, July, and August to promote this new summer variety to both established Uinta followers and new audiences. To do this, Uinta partnered with emfluence to run a visually focused social media campaign to the “dual consumer” audience, which is defined in the craft brewing market as people who drink both craft and domestic varieties.
Because Lime Pilsner was a summer varietal, Uinta was also interested in using the peak beer sales season to further define where the Lime Pilsner would stand out against established summer varietals, including established domestic varieties like Bud Light Lime, all varieties of Mexican brands and light pilsners, and craft varieties of radlers and shandys. So while the primary target audience sought to attract the “dual consumer,” Uinta hoped to use the campaign to better define an exact audience for the Lime Pilsner they could use for future campaigns.