Goose Island


Launching a revered global brewery Down Under
Goose Island


Launching a revered global brewery Down Under

Launching a revered global brewery Down Under

In 2017 Goose Island, one of the world’s pioneering craft breweries, chose us to help the brand land smoothly in the local market.  

Launching a major global beer brand into a hyper-localised and very parochial craft beer market was no mean feat. As strategic partner we advised the Chicago based, AB InBev-owned Goose Island to take a grassroots-first approach to building community: focusing on winning the hearts, minds and tastebuds of those who matter in the industry with the most exciting part of the brewery’s DNA – innovation.

Over a mammoth 9 month campaign spanning PR, social, events, publicity and promotions, we delighted local craft enthusiasts and influencers with our Flock Parties, collaborations with local breweries, exclusive tasting events and access to special products — supported by a high-powered press office working with food, lifestyle and beer publications. 

With our deep expertise in future-focused food and beverage brands and our ability to provide strategic direction on the local audience and product landscape, our work with Goose Island was indeed the perfect pairing.

“We brought on Sling & Stone to help us launch the USA’s most revered craft beer brand Goose Island in Australia. Their dedicated team, attention to detail, superior knowledge of local media, and creative flair in the ideation and execution of events have helped us to exceed our targets. They’ve become an extension of our team, and we look forward to a continued partnership.”

Let’s talk.

Suite 101, 59 Marlborough St
Surry Hills, NSW 2010
+61 2 8073 5390

11 Wilson Street
South Yarra, VIC 3141

+61 2 8073 5390

40 Arthur Street, Freemans Bay,
Auckland 1011
+64 9 886 3810

Los Angeles
10000 Washington Blvd
Floor 6
Culver City, CA 90232
+1 (213) 647 2856

New York
257 Park Avenue South,
6th floor,
New York, NY 10010
+1 (213) 647 2856

39b Craig Rd
+65 8186 3494

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